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Author: Eleonora Pantano
Publisher: Emerald Group Publishing
ISBN: 1800713320
Category : Business & Economics
Languages : en
Pages : 236
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Book Description
Creativity and Marketing: The Fuel for Success presents a diverse collection of theoretical analysis, real world evidence, and case study applications to synthesize emerging studies on how creativity is important for marketing success.
Author: Eleonora Pantano
Publisher: Emerald Group Publishing
ISBN: 1800713320
Category : Business & Economics
Languages : en
Pages : 236
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Book Description
Creativity and Marketing: The Fuel for Success presents a diverse collection of theoretical analysis, real world evidence, and case study applications to synthesize emerging studies on how creativity is important for marketing success.
Author: James Hurman
Publisher:
ISBN: 9780958299732
Category : Advertising
Languages : en
Pages : 186
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Book Description
Debate in the advertising and marketing industries has raged for decades: do high levels of creativity make advertising more effective? Or is creativity just the folly of creative people looking to win their next award? The arguments of both advocates and cynics have until now been based on conjecture and anecdotal evidence. 'The Case for Creativity' brings the debate to a conclusion, telling the story of two decades of international research into the link between creativity and business results.The book includes comment and perspective from some of advertising and marketing’s leading minds, including Jim Stengel (former P&G Global Marketing Offocer), Jim McDowell (Mini USA CEO), David Lubars (BBDO Chief Creative Officer), Tony Davidson (Wieden+Kennedy London Executive Creative Director), and IPA Consultant and leading advertising effectiveness researcher Peter Field.
Author: Paul Kemp-Robertson
Publisher: Penguin UK
ISBN: 0241328985
Category : Business & Economics
Languages : en
Pages : 325
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Book Description
Contagion may alarm doctors but marketers thrive on it. Some concepts are so compelling you have to share them. But what makes an idea so infectious you can't keep it to yourself? And how can brands produce these kinds of ideas intentionally rather than by chance? Contagious, the globally renowned intelligence resource for the marketing industry, is dedicated to identifying and interrogating the world's most exceptional creative trends. And in The Contagious Commandments, Paul Kemp-Robertson and Chris Barth condense this valuable research into ten strategic takeaways for your own marketing revolution. Taking inspiration from disruptive campaigns from the likes of Patagonia, Nike, Safaricom, BrewDog, LEGO, Kenco, and dozens more, The Contagious Commandments explores how companies fuse creativity, technology and behavioural psychology to achieve truly original marketing ideas that have a positive impact on society and profits - and how your brand can too.
Author: James C. Kaufman
Publisher: Cambridge University Press
ISBN: 9781107526662
Category : Psychology
Languages : en
Pages : 0
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Book Description
Creativity is of rising interest to scholars and laypeople alike. Creativity in the arts, however, is very different from creativity in science, business, sports, cooking, or teaching. This book brings together top experts in the field from around the world to discuss creativity across many different domains. Each chapter includes clear definitions, intriguing research, potential measures, and suggestions for development or future directions. After a broad discussion of creativity across different domains, subsequent chapters look deeper into those individual domains (traditional arts, sciences, business, newer domains, and everyday life) to explore how creativity varies when expressed in different ways. Ultimately, the book offers a future-looking perspective integrating the different variations of creativity across domains.
Author: Paul Feldwick
Publisher: Troubador Publishing Ltd
ISBN: 1800468997
Category : Business & Economics
Languages : en
Pages : 230
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Book Description
Throughout history, selling and entertainment have gone hand in hand - from the medieval pedlar and the medicine show, to generations of TV commercials featuring song and dance, comedy, and cartoon animals, right up to today’s celebrities who launch their own multi-million dollar brands.
Author: Gabriele Troilo
Publisher: Red Globe Press
ISBN: 9780230380240
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
This vibrant textbook addresses the specific challenges of marketing in the creative industries, whilst applying marketing theory to a wide range of international examples. It combines a comprehensive and innovative perspective on customer value theory with practical marketing strategies and detailed case studies. The text looks at a range of creative industries, analysing their similarities and identifying and recommending a suitable managerial model for effective marketing. Based around three key concepts of creativity, customer experience and customer value, this model provides students with the analytical and decisional tools necessary to succeed in creative industries. Written by an author with a depth of teaching and consulting experience in the field, Marketing in Creative Industries offers invaluable insight into creative and cultural industry marketing. It is an ideal textbook for undergraduate and postgraduate students taking modules in marketing.
Author: Becky Wang
Publisher: Kogan Page Publishers
ISBN: 0749477253
Category : Business & Economics
Languages : en
Pages : 240
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Book Description
The world is moving towards universal connectivity at a dizzying rate; underpinning this complex system of incessant transaction, connection and digital experience is an infrastructure that generates a trail of data. This trail not only tells us about human behaviour, but provides vital insights into market dynamics, consumer behaviour, as well as the relationships we value and the culture we live in. Creativity and Data Marketing helps marketers access this data, find meaning in it and leverage it creatively to gain a competitive advantage. Creativity and Data Marketing addresses the need to analyse data creatively, and in particular how balancing tangible insights with creative market influence can maximise business innovation and results. The book clarifies where businesses can improve existing infrastructure, processes and activities, as well as finding new addressable markets ready to validate or rethink market demand. By identifying how and why a consumer interacts with touch points beyond paid media, for example forums, blog content, native advertising and word-of-mouth, Becky Wang presents a creativity and data blueprint on how businesses can make lucrative steps forward to innovate their products, services and communication strategies, laying the groundwork for long-term results. Online resources include bonus content covering analytics methods, evolving research, data platforms and more, and a creative brief template.
Author: Eric Shiu
Publisher: Edward Elgar Publishing
ISBN: 0857937952
Category : Business & Economics
Languages : en
Pages : 261
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Book Description
This groundbreaking Handbook is a collection of the most recent research in innovation and creativity as it applies to marketing management. It uniquely combines the work of innovation and creativity scholars in the same book.
Author: Stephen P. Ramocki, Ph.d.
Publisher: Createspace Independent Pub
ISBN: 9781466238961
Category : Education
Languages : en
Pages : 100
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Book Description
This is a textbook supplement to be used in the instruction of creativity to marketing and business students at the college level.
Author: Leslie Moeller
Publisher: McGraw Hill Professional
ISBN: 0071615067
Category : Business & Economics
Languages : en
Pages : 241
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Book Description
Each year, billions of dollars are spent on marketing endeavors. Unfortunately, the vast majority of the money disappears into thin air, and marketing executives are left wondering if any of it came back in the form of ROI. Why? Because until now there has been no proven system for measuring marketing ROI. But as budgets tighten, marketing managers are feeling the pressure to come up with quantifiable results for every dollar spent. The ability to determine marketing ROI has long been desirable; now, it is critical. The Four Pillars of Profit-Driven Marketing is the first book to offer a practical, proven framework that helps marketers capture the metrics essential to determining ROI and use them to develop an overall marketing strategy based on accurate ROI figures. Inside, two marketing strategy executives at Booz & Company, Leslie Moeller and Edward Landry, reveal the “4 pillars of marketing," which help track ROI at every point in the ever-expanding and increasingly complex world of media platforms. You'll learn how to: Understand, classify, and choose Analytics Put the analytics to work with the right decision-support Systems & Tools Establish Processes that integrate the analytics and tools into operations Use Organizational Alignment to assure company-wide acceptance and execution of the system To help get your marketing ROI initiative off to a strong start, the authors provide a simple six-step process you can follow, which is illustrated with a case study of the Kellogg Company. By successfully integrating analytic firepower, decision support, processes, and people development, you will optimize your marketing dollars, better connect with customers, and watch your returns grow dramatically. Finally, the mystery of marketing ROI is solved.
