Relevant bibliographies by topics / Creativity marketing

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Creativity marketing'

Author: Grafiati
Published: 28 May 2022
Last updated: 31 July 2025

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Journal articles on the topic "Creativity marketing"

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Boienko, Olena, Tetiana Yanchuk, and Olha Fedchenko. "CREATIVITY IN DIGITAL MARKETING." Three Seas Economic Journal 6, no. 1 (2025): 19–26. https://doi.org/10.30525/2661-5150/2025-1-4.

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The purpose of this paper is to explore the significance of creativity in digital marketing and its impact on the success of marketing campaigns. The present article aims to explore the concept of creativity in digital marketing, to evaluate its impact on campaign success, and to identify the key elements that make these campaigns effective. This work provides a comprehensive definition of creativity in digital marketing and its impact on the success of marketing campaigns. Methodology. Adopting an innovative approach to advertising and leveraging digital channels has been demonstrated to enha
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Stewart, David W. "Creativity and publication in marketing." AMS Review 10, no. 1-2 (2020): 65–72. http://dx.doi.org/10.1007/s13162-020-00170-z.

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Meesuptong, Jaruporn, Prathanporn Jhundra-indra, and Saranya Raksong. "STRATEGIC MARKETING CREATIVITY AND MARKETING PROFITABILITY: A CONCEPTUAL MODEL." International Journal of Business Research 14, no. 4 (2014): 7–26. http://dx.doi.org/10.18374/ijbr-14-4.1.

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Wiwoho, Gunarso. "Orientasi Kewirausahaan, Kreativitas Program Pemasaran serta Pengaruhnya terhadap Kinerja Pemasaran UMKM: Sebuah agenda Penelitian." Fokus Bisnis : Media Pengkajian Manajemen dan Akuntansi 17, no. 1 (2018): 54–70. http://dx.doi.org/10.32639/fokusbisnis.v17i1.234.

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This concept aims to explain the entrepreneurial orientation, and the creativity of marketing programs on the performance of MSMEs by being mediated by environmental factors. The general proposition in this theory is that marketing performance is a consequence of fit or match or harmony between two or more factors. In the existing studies, it was stated that the entrepreneurial orientation that was used had a significant effect on improving marketing performance. This relationship is not direct, but there are contextual factors that exist in the relationship of entrepreneurial orientation and
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PROTSYSHYN, Yuliia. "CREATIVITY IN MARKETING IS THE MOST DEMANDED SOFT SKILL TODAY." Herald of Khmelnytskyi National University. Economic sciences 304, no. 2(2) (2022): 66–72. http://dx.doi.org/10.31891/2307-5740-2022-304-2(2)-11.

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The article analyzes the concepts of “creativity” and “creativity”, their relationship. Very often, people mix these concepts or use them as synonyms, without thinking about the true meaning of the words. Conducted marketing research “Creative Marketing” using a survey of marketing students, which made it possible to understand the need to study the discipline “Creative Marketing Studio” and introduce it into the educational process (namely, the Department of Marketing of WUNU). Creativity is not something people are born with, it is a skill that can be learned and can only be improved with pr
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Sijabat, Rauly. "PENGUATAN KINERJA PEMASARAN MELALUI PENGEMBANGAN INOVASI DAN KREATIVITAS PROGRAM KERJA PADA WIRAUSAHA MUDA DI SEMARANG." Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) 16, no. 1 (2017): 26. http://dx.doi.org/10.14710/jspi.v16i1.26-42.

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Marketing performance is related to the results achieved by the company. A review of previous studies conducted leads that marketing performance can be achieved by building the capabilities of business networks created through innovation and creativity of marketing programs. These findings are then directing this research in providing empirical evidence related to the influence of innovation variables, marketing program creativity, business network capabilities and marketing performance. The data required in this study was obtained through interviews using a questionnaire on a scale of 1-7. Th
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Numat, Marsiana, Ambar Lukitaningsih, and Lusia Tria Hatmanti Hutami. "Pengaruh Kreativitas Strategi Pemasaran, Inovasi dan Orientasi Kewirausahan Terhadap Kinerja Pemasaran melalui Keunggulan Bersaing sebagai Variabel Mediasi pada UMKM Batik di Kota Yogyakarta dalam Masa Pandemik Covid-19." Reslaj : Religion Education Social Laa Roiba Journal 4, no. 4 (2022): 1167–90. http://dx.doi.org/10.47467/reslaj.v4i4.1079.

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Marketing performance as a benchmark to find out how far the success of Batik MSMEs in the city of Yogyakarta facing intense competition. This studi aims to determine how the influence of marketing strategy creativity, innovation and entrepreneurial orientation marketing performance through competitive advantage as a modiating variable in batik MSMEs in Yogyakarta City during the covid-19 pandemic. The type of research used in non- probability sampling with a total sample of 100 respondens using purposive sampling technique. Collecting data using a oqestionnaire with a likert measurement scale
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Numat, Marsiana, Ambar Lukitaningsih, and Lusia Tria Hatmanti Hutami. "Pengaruh Kreativitas Strategi Pemasaran, Inovasi dan Orientasi Kewirausahan Terhadap Kinerja Pemasaran melalui Keunggulan Bersaing sebagai Variabel Mediasi pada UMKM Batik di Kota Yogyakarta dalam Masa Pandemik Covid-19." Reslaj : Religion Education Social Laa Roiba Journal 4, no. 5 (2022): 1194–213. http://dx.doi.org/10.47467/reslaj.v4i5.1079.

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Marketing performance as a benchmark to find out how far the success of Batik MSMEs in the city of Yogyakarta facing intense competition. This studi aims to determine how the influence of marketing strategy creativity, innovation and entrepreneurial orientation marketing performance through competitive advantage as a modiating variable in batik MSMEs in Yogyakarta City during the covid-19 pandemic. The type of research used in non- probability sampling with a total sample of 100 respondens using purposive sampling technique. Collecting data using a oqestionnaire with a likert measurement scale
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Fiddes, M. "Opinion Piece: Creativity in direct marketing." Interactive Marketing 1, no. 4 (2000): 351–53. http://dx.doi.org/10.1057/palgrave.im.4340049.

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Ramocki, Stephen P. "Teaching Creativity in the Marketing Curriculum." Marketing Education Review 24, no. 3 (2014): 183–96. http://dx.doi.org/10.2753/mer1052-8008240301.

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Dissertations / Theses on the topic "Creativity marketing"

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Modig, Erik. "Understanding advertising creativity : how perceptions of creativity influence advertising effectiveness." Doctoral thesis, Handelshögskolan i Stockholm, Institutionen för Marknadsföring och strategi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-1951.

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Today advertisers face the challenge of securing advertising effectiveness by producing advertisement that gets the consumers’ attention and shape their attitudes and behavior. One suggested way to reach these objectives is creativity. Both advertising industry professionals, awards, effectiveness reports and research support this notion that what makes advertising effective is creative excellence. However, research has shown that advertising professionals seems to have little formalized understanding about how advertising creativity work and how it is defined and measured. Current research ne
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Šafaříková, Kateřina. "Guerilla marketing, problematika hodnocení a využití v kultuře." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-77893.

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Master's thesis deals with guerilla marketing as one of the innovative ways how to promote. The theoretical part describes main characteristics and situation in the Czech Republic (including legislative regulation related to this topic and examples of campaigns). The practical part focuses on guerilla and its use in culture events like film, music festivals or books. It analyses a few campaigns, evaluates relevance of using this instrument and tries to find out what these campaigns have in common and what is different. Culture is creative and successful campaigns should be creative as well, wh
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Yang, Xiaojing. "The impact of perceived advertising creativity on ad processing and response." [Bloomington, Ind.] : Indiana University, 2006. http://gateway.proquest.com/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:3223037.

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Thesis (Ph.D.)--Indiana University, Kelley School of Business, 2006.<br>"Title from dissertation home page (viewed June 26, 2007)." Source: Dissertation Abstracts International, Volume: 67-06, Section: A, page: 2242. Adviser: Robert E. Smith.
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Marin, Vidal Flavio Alejandro. "Metaphor and cognition| Creativity in new product design." Thesis, Instituto Tecnologico y de Estudios Superiores de Monterrey (Mexico), 2013. http://pqdtopen.proquest.com/#viewpdf?dispub=3570883.

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<p>Through nine experiments, this research advances knowledge about the influence of metaphors grounded in the visual sensory system on creative cognition by showing that perceiving ostensibly task-unrelated visual images that carry metaphoric meaning alters consumers&rsquo; creativity. While the results of Experiments 1a, 1b, and 2 provide convergent evidence that positive visual metaphors representing ideas like &ldquo;<i>I just had a light go on</i>&rdquo; increase consumers&rsquo; creative output, Experiments 3a and 3b reveals that a negative visual metaphor conveying ideas like &ldquo;<i>
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Ruppert-Stroescu, Mary. "Technology and Creativity| Fashion Design in the 21 st Century." Thesis, University of Missouri - Columbia, 2019. http://pqdtopen.proquest.com/#viewpdf?dispub=13877166.

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Gorman, C. Allen. "Leadership Behavior - Implications for Performance and Creativity." Digital Commons @ East Tennessee State University, 2014. https://dc.etsu.edu/etsu-works/429.

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Chen, Bo. "Seeking creative solutions in marketing : three essays on enhancing the creativity of companies and their customers." Thesis, Cergy-Pontoise, Ecole supérieure des sciences économiques et commerciales, 2016. http://www.theses.fr/2016ESEC0007.

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Cette thèse en trois essais s’appuie sur la recherche en cognition créatrice (« creative cognition ») (e.g., Finke, Ward, et Smith, 1992; Ward, 1998), avec pour objectif d’étudier la possibilité pour les entreprises d’engendrer plus efficacement de nouvelles idées créatives en s’appropriant les (nouveaux) outils et stratégies de marketing. Le premier essai résume les nombreuses études ayant trait à la créativité et propose un nouveau cadre, basé sur l’offre et la demande en matière de créativité dans le marketing, qui se veut un support pratique à la prise de décisions. Les essais 2 et 3 se pe
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Степанова, Е. В. "О проблемах формирования креативного маркетинга предприятий". Thesis, Издательство СумГУ, 2010. http://essuir.sumdu.edu.ua/handle/123456789/17426.

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Santarelli, Bruno. "Creativity, design and management in Australian fashion enterprises." Thesis, Edith Cowan University, Research Online, Perth, Western Australia, 2016. https://ro.ecu.edu.au/theses/1770.

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In this study a number of Australian fashion enterprises are investigated in an effort to understand how product development is managed and creativity facilitated. Of particular interest was the interaction between the various actors in the creative process and the manner in which they influenced creative output. The study was underpinned by a wideranging review of the literature that reflects the multidisciplinary nature of creativity and innovation in business. The study is timely because Australian fashion enterprises are operating in an increasingly challenging market with a perfect storm
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Lundmark, Amanda, and Johannes Wikström. "Creativity vs. Traditional Practices : Low-cost marketing strategies used by local clothing stores in Umeå." Thesis, Umeå universitet, Handelshögskolan vid Umeå universitet, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-37247.

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Authors Amanda Lundmark &amp; Johannes Wikström Seminar Date 2010-06-01 Level Master level Supervisor Ralf Müller Keywords CRM, Fashion, Independent clothing stores, Low-cost marketing, PR, WOM, Viral marketing Problem Streets in Swedish city centres are lined with clothing stores that belong to well-known chains, whose advertisements and commercials can be seen in magazines, on billboards and TV. In between these stores, there are local entrepreneurs who run privately owned shops, with a smaller turnover than the large chains and primarily local target customers. These shops need to gain att
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Books on the topic "Creativity marketing"

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Karimova, Gulnara Z. Strategic creativity in marketing communications. AcademicaPress, 2013.

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Goldenberg, Jacob. Creativity in product innovation. Cambridge University Press, 2002.

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Choudary, Pavan. The Rx factor: Strategic creativity in pharmaceutical marketing. Response Books, 1997.

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Dommermuth, William P. Promotion: Analysis, creativity, and strategy. 2nd ed. PWS-Kent Pub. Co., 1989.

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N, Harbert Richard, and Direct Marketing Creative Guild (U.S.), eds. Direct marketing design 2: Creativity in direct response advertising. PBC International, 1988.

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1965-, Landry Edward C., and Kinni Theodore B. 1956-, eds. Profit-driven marketing: A proven system for maximizing creativity, accountability, and ROI. McGraw-Hill, 2009.

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Levinson, Jay Conrad. Guerrilla creativity: Make your message irresistible with the power of memes. Houghton Mifflin, 2001.

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1936-, Venkatesan M., Schmalensee Diane H, Marshall Claudia E, American Marketing Association, and Services Marketing Conference (4th : 1985 : San Francisco, Calif.), eds. Creativity in services marketing: What's new, what works, what's developing. American Marketing Association, 1986.

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Brabec, Barbara. Creative cash: How to profit from your special artistry, creativity, hand skills, and related know-how. 6th ed. Prima Pub., 1998.

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Chasser, Anne H. Brand rewired?: Connecting intellectual property, branding, and creativity strategy. John Wiley & Sons, 2010.

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Book chapters on the topic "Creativity marketing"

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Eagle, Lynne, Barbara Czarnecka, Stephan Dahl, and Jenny Lloyd. "Creativity and creativity tactics." In Marketing Communications. Routledge, 2020. http://dx.doi.org/10.4324/9781003089292-5.

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Fillis, Ian, and Ruth Rentschler. "Creativity, Measurement and Myth." In Creative Marketing. Palgrave Macmillan UK, 2006. http://dx.doi.org/10.1057/9780230502338_5.

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Roddy, Mullin. "Why creativity is key." In Promotional Marketing. Routledge, 2018. http://dx.doi.org/10.4324/9780203705810-4.

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Ourahmoune, Nacima. "Product design and creativity." In Marketing Management. Routledge, 2020. http://dx.doi.org/10.4324/9780203710807-25.

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Fillis, Ian, and Ruth Rentschler. "Eureka! Creativity Research Then and Now." In Creative Marketing. Palgrave Macmillan UK, 2006. http://dx.doi.org/10.1057/9780230502338_3.

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Juska, Jerome M. "Creativity Strategies and Advertising." In Integrated Marketing Communication, 2nd ed. Routledge, 2021. http://dx.doi.org/10.4324/9780367443382-6.

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Troilo, Gabriele. "Integrating Marketing and Creativity." In Marketing in Creative Industries. Macmillan Education UK, 2015. http://dx.doi.org/10.1007/978-0-230-38023-3_11.

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Martín-Cervantes, Pedro Antonio, María del Carmen Valls Martínez, and Iza Gigauri. "Sustainable Marketing." In Encyclopedia of Creativity, Invention, Innovation and Entrepreneurship. Springer New York, 2022. http://dx.doi.org/10.1007/978-1-4614-6616-1_200101-1.

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Abkenar, Pasha, Francisco Tigre Moura, and Clare Hindley. "AI and Creativity in Marketing." In Artificial Intelligence, Co-Creation and Creativity. Routledge, 2024. http://dx.doi.org/10.4324/9781003453901-11.

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Huh, Young Eun, Yoonah Hong, and Nara Youn. "Taste Perception and Creativity: An Abstract." In Marketing Transformation: Marketing Practice in an Ever Changing World. Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-68750-6_70.

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Conference papers on the topic "Creativity marketing"

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Wakenshaw, Susan, Shanshan Yang, Freeha Azmat, Celine Martin, and Graeme Knowles. "EXPLORING AN AI-BASED MARKETING ASSESSMENT TO ENHANCE CRITICAL THINKING AND CREATIVITY." In 17th International Conference on Education and New Learning Technologies. IATED, 2025. https://doi.org/10.21125/edulearn.2025.0499.

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Pires, Raquel, Bernadete Bittencourt, Vitor Gonçalves, and Ana Sofia Coelho. "EXPLORING DESIGN THINKING TOOLS IN HIGHER EDUCATION: CREATIVITY, BRANDS AND COLLABORATIVE PRACTICES IN SERVICE MARKETING LECTURES." In 19th International Technology, Education and Development Conference. IATED, 2025. https://doi.org/10.21125/inted.2025.1242.

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Starchon, Peter, Tomas Pikulik, and Lucia Kocisova. "CREATIVITY AS ALIVE TOOL IN MARKETING COMMUNICATION OF BANKS." In 7th SWS International Scientific Conferences on SOCIAL SCIENCES - ISCSS Proceedings 2020. STEF92 Technology, 2020. http://dx.doi.org/10.5593/sws.iscss.v2020.7.2/s10.10.

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Gjurašić, Matina, and Suzana Marković. "DOES INTERNAL MARKETING FOSTER EMPLOYEE CREATIVITY IN THE HOSPITALITY INDU." In Tourism in Southern and Eastern Europe 2017: Tourism and Creative Industries: Trends and Challenges. University of Rijeka, Faculty of Tourism and Hospitality Management, 2017. http://dx.doi.org/10.20867/tosee.04.44.

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Lau, Jessica. "DECODING THE DISCIPLINE: EMPOWERING CREATIVITY FOR MARKETING EDUCATION AND BEYOND." In 16th annual International Conference of Education, Research and Innovation. IATED, 2023. http://dx.doi.org/10.21125/iceri.2023.0543.

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Ndambakuwa, Madeline. "Mastery in the Age of AI: A New Paradigm of Learning and Creativity for a Dynamic Future." In 6th World Conference on Business, Management, Finance, Economics and Marketing. Eurasia Conferences, 2024. https://doi.org/10.62422/978-81-970328-1-3-017.

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In an era where artificial intelligence (AI) is reshaping industries and transforming society, both the educational and business landscapes must adapt to remain relevant. Madeline Ndambakuwa's proposed conceptual framework, "Nurturing Creativity, Community, and Mastery in the Age of AI," offers a forward-thinking approach that addresses the unique challenges and opportunities presented by this technological revolution. It is imperative to evolve and transform traditional methodologies in education and business to align with the rapidly changing technological environment. The framework is ancho
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Puke, Ieva, Anda Batraga, Jelena Salkovska, and Henrijs Kalkis. "Specific Marketing Capabilities for Improved Export Performance in Young Firms." In 13th International Conference on Applied Human Factors and Ergonomics (AHFE 2022). AHFE International, 2022. http://dx.doi.org/10.54941/ahfe1002655.

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The key challenge for young firms in export markets is to find the market opportunity and to develop an appropriate value proposition. The aim of this study is to identify the specific marketing capabilities that support the process of internationalization in young firms and to develop the model that links marketing capabilities to the export performance. The research model was tested within young exporting firm sample in Latvia. Quantitative data was analysed using factor analysis and structural equation modelling with PLS-SEM. This study identifies a unique set of marketing capabilities that
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Repetuh, Elena. "The digital marketing revolution: using artificial intelligence for growth and success." In Simpozion Ştiinţific al Tinerilor Cercetători. Ediţia a 22-a. Academy of Economic Studies, 2025. https://doi.org/10.53486/sstc2024.v1.40.

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Artificial intelligence (AI) is a branch of computer science that deals with the creation of intelligent agents, which are systems that can reason, learn and act autonomously. AI has a significant impact on many areas of life, including economics, medicine, transport, education and entertainment. Digital marketing is the set of strategies and techniques for promoting products or services through digital channels such as the internet, mobile phones, social networks and other online platforms. In today's world, where consumers spend much of their time online, digital marketing has become essenti
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Azinheira, Joana, Fernando Pinto Santos, and Sandra Gomes. "CREATIVITY IN MARKETING EDUCATION: HAIL TO STUDENTS AS OBSERVERS, VISITORS AND EXPERIMENTERS." In 16th International Technology, Education and Development Conference. IATED, 2022. http://dx.doi.org/10.21125/inted.2022.1813.

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Mokhtar, Wael. "Mechanical Design and Students’ Creativity: “Think Outside the Box”." In ASME 2013 International Mechanical Engineering Congress and Exposition. American Society of Mechanical Engineers, 2013. http://dx.doi.org/10.1115/imece2013-63679.

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A design project was used in junior level mechanical design course to challenge the students’ creativity skills. Beside the theoretical foundation of the course subject, the students were introduced to several professional skills such as: decision making tools, technical review meetings, interaction with customers, and teamwork skills. The design challenge was to develop a bike rack to meet a list of technical and marketing constraints. Details of the project requirements are presented with a brief overview of the main project mentoring tools. Students’ creativity is discussed through two samp
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Reports on the topic "Creativity marketing"

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Syed, Basil Ahmad, Edafe Anderson Ozero, and Samson Toye Abiodun. Effectiveness of Guerrilla Marketing in Lithuania: a Case Study of the Swedbank's "Life under the Oak" Campaign. Vilnius Business College, 2024. https://doi.org/10.57005/ab.2024.4.5.

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In response to the current issues of catching customer attention amidst information overload, guerrilla marketing has evolved as a disruptive technique that prioritizes creativity and uniqueness over standard advertising tactics. This research looks at the efficacy of guerrilla marketing using a case study of Swedbank's "Life Under the Oak" campaign in Lithuania. The study intends to assess the campaign's effects on Swedbank awareness, engagement, and cost-effectiveness in comparison to traditional advertising strategies. Data was acquired directly from Lithuanian consumers using a cross-secti
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Serafica, Ramonette, and Queen Cel Oren. A Snapshot of Innovation in the Philippine Services Sector. Philippine Institute for Development Studies, 2024. http://dx.doi.org/10.62986/dp2024.14.

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The Philippine Development Plan 2023–2028 recognizes innovation as one of the drivers of growth in the services sector, creating a strategic framework to reinvigorate the sector and strengthen creativity and innovation. To help formulate the appropriate strategies and policies, this paper examines the evidence on innovation in service industries using the 2021 Survey of Innovation Activities of Establishments, which provided broader sector coverage. The survey was conducted during the pandemic when firms had to pivot to new modes of service delivery to survive. It gives a more nuanced profile
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Matching the Creativity Supply Side to Your Marketing Demand. IEDP Ideas for Leaders, 2018. http://dx.doi.org/10.13007/700.

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