Strategic Marketing Creativity and Marketing Profitability: A Conceptual Model

Meesuptong, Jaruporn; Jhundra-indra, Prathanporn; Raksong, Saranya

doi:10.18374/ijbr-14-4.1

Cited by 1 publication

(1 citation statement)

References 0 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…To date, marketing is about constantly innovating to deliver successful strategies and provide new customer solutions (Grewal, Noble, Roggeveen, & Nordfält, 2020;Inman & Nikolova, 2017;Pantano, Priporas, & Stylos, 2018;Pantano & Vannucci, 2019). The ability of managing new and creative approaches and appraising the relative role and value in the marketing development would secure the company's profitability, resulting in the longevity of the company and its brands (Mazerant, Willemsen, Neijens, & van Noort, 2021;Meesuptong, Jhudra-Indra, & Raksong, 2014;Slater, Hult, & Olson, 2010). However, it goes beyond the development and marketing of new products.…”

Section: Prefacementioning

confidence: 99%

Creative Marketing and the Clothes Swapping Phenomenon

Henninger

2021

Creativity and Marketing: The Fuel for Success

View full text Add to dashboard Cite

This is a long-overdue study of creativity and marketing for the 21st century that is packed with delights. Creativity is central to the real world of marketing, yet as technology has completely reshaped marketing activity, books on creativity have not kept up -until now! Combining theory, empirical evidence, and case studies, just a small snapshot of the imaginative, eclectic content includes clean beauty, art co-creation for luxury brands, and using artificial intelligence to design recipes and flavours for beer. I greatly enjoyed reading this book and hope that you do too. It is an excellent text for undergraduate and postgraduate students, scholars, and marketing practitioners.

show abstract

Section: Prefacementioning

confidence: 99%

Creative Marketing and the Clothes Swapping Phenomenon

Henninger

2021

Creativity and Marketing: The Fuel for Success

View full text Add to dashboard Cite

show abstract

Strategic Marketing Creativity and Marketing Profitability: A Conceptual Model

Cited by 1 publication

References 0 publications

Creative Marketing and the Clothes Swapping Phenomenon

Creative Marketing and the Clothes Swapping Phenomenon

Contact Info

Product

Resources

About