Index
Creativity and Marketing: The Fuel for Success
ISBN: 978-1-80071-331-4, eISBN: 978-1-80071-330-7
Publication date: 2 August 2021
Citation
(2021), "Index", Pantano, E. (Ed.) Creativity and Marketing: The Fuel for Success, Emerald Publishing Limited, Leeds, pp. 187-192. https://doi.org/10.1108/978-1-80071-330-720211016
Publisher
:Emerald Publishing Limited
Copyright © 2021 Emerald Publishing Limited
INDEX
- Prelims
- Section I: Creativity in Marketing Management
- Chapter 1: Creative Marketing and the Clothes Swapping Phenomenon
- Chapter 2: Promoting Within Sport: An Exploration of Creativity in Traditional, Extreme and Esports Contexts
- Chapter 3: Creativity, Interactive Marketing and Communication in Italian Jewellery Districts
- Chapter 4: Getting Creative with Sustainability Communication in the Beauty Industry: Exploring On-pack Practices and Consumers’ Perceptions
- Section II: Creativity, Design Thinking and Innovation
- Chapter 5: Design Thinking – Interactively Co-creating Innovative Products That Fit the Market
- Chapter 6: Using Design Thinking to Drive Human-centred Innovation in Marketing
- Chapter 7: Can Artificial Intelligent Systems be Creative? A Preliminary Study in the New Product Development Process for New Drinks
- Section III: Creativity Challenges and Opportunities for Marketing
- Chapter 8: Viral versus Virtuous – How Creative Drive for Buzz Can Also Drive Reputational Damage
- Chapter 9: Creative Art-based Initiatives Enabling Value Co-creation in the Luxury Fashion Industry
- Chapter 10: When Fake Becomes Real: The Innovative Case of Artificial Influencers
- Chapter 11: Capturing Marketing Academics’ Conceptions of Creativity: Teaching Practices and Challenges in Greek Higher Education
- Index