Creativity and Marketing: The Fuel for Success

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.
Exploring themes in strategic marketing, creativity in management and communication as well as creativity in new product development, Creativity and Marketing examines a wide range of cutting-edge developments at the intersection of marketing and creative practice, including brand management, social media management, consumer behaviour, and value creation.
This collection will bridge theory and practice in a fast moving and exciting field and will provide scholars of marketing, branding and consumer behaviour with lessons and strategies to implement in their own fields.