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Journal articles on the topic 'Marketing Creativity'

Author: Grafiati

Published: 28 May 2022

Last updated: 31 July 2025

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1

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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9

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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10

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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11

Fillis, Ian. "Creativity and the nonprofit marketing organization." International Journal of Nonprofit and Voluntary Sector Marketing 10, no. 4 (2005): 199–201. http://dx.doi.org/10.1002/nvsm.32.

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12

Suh, Taewon, and Vishag Badrinarayanan. "Proximal and distal influences on project creativity in international marketing teams." International Marketing Review 31, no. 3 (2014): 283–307. http://dx.doi.org/10.1108/imr-09-2012-0155.

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Purpose – The purpose of this paper is to examine the antecedents of project creativity in international marketing teams. The proposed framework includes both proximal (characteristics that impact the everyday functioning of the team) and distal (characteristics associated with the team's organizations that are relatively remote to the everyday functioning of the team) factors as antecedents of project creativity. Specifically, the authors investigate the influence of three proximal factors, namely, collaboration with foreign counterparts, autonomy, and international experience as well as two

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Marlizar, Marlizar, Taufik Hidayat Harahap, Mirjan Fajri Alda, and Marwiadi Marwiadi. "The Role of Market Orientation and Creativity in Affecting the Marketing Performance of Market Traders in Aceh Market Banda Aceh City." Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences 3, no. 2 (2020): 1114–27. http://dx.doi.org/10.33258/birci.v3i2.950.

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This study aims to analyze the effect of market orientation and creativity on marketing performance in apparel traders in the Aceh Market in Banda Aceh City. The research sample of 96 respondents with accidental sampling sampling technique. Data collection techniques used were observation and questionnaires. The data analysis technique used multiple linear regression analysis and was treated with the help of SPSS software version 22.0. The results showed that partially market orientation and creativity variables influenced marketing performance. While the creativity variable has no effect. Thi

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Sari, Dian, and Irawan. "Analysis of Marketing Mix and Creativity towards MSME Business Development in Medan City." Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan 6, no. 1 (2024): 9. https://doi.org/10.53697/emak.v6i1.2016.

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The study aims to explore the influence of Marketing Mix and Creativity on MSME Business Development in Medan Perjuangan". The research method used is a quantitative model, using a questionnaire as a data collection tool distributed to 75 respondents. Data analysis in this study used multiple linear regression analysis with partial (ui t) and simultaneous (F test) testing. The results showed that simultaneously the marketing mix and creativity variables had a positive and significant effect on business development. The results of the study partially marketing mix and creativity have a positive

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SKIBA, T. V. "FEATURES OF CREATIVE MARKETING DEVELOPMENT IN CURRENT CONDITIONS." Herald of Kiev Institute of Business and Technology 42, no. 4 (2019): 76–80. http://dx.doi.org/10.37203/kibit.2019.42.12.

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The article examines the role of creative marketing in a market economy. The essence and content of the concepts of creativity, creative marketing are considered, the conditions of its introduction, the types of marketing creativity are proposed. Creativity, innovation in socio-economic processes are the basis of high competitiveness in various activities is proved. In traditional goods and services, an increasing percentage of value added is original innovation. Creative marketing acts as a result of the creative thinking of a marketing professional. In general, it is the freedom

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Yuniarti, Yuniarti, Muhammad Aziz, and Hamsu Abdul Gani. "The Impact of Creative Content on Digital Marketing Effectiveness: A Comprehensive Analysis." International Journal of Scientific Research and Management (IJSRM) 12, no. 03 (2024): 6179–93. http://dx.doi.org/10.18535/ijsrm/v12i03.em19.

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Digital marketing has become one of the most sought-after mediums by the general public and businesses today. This marketing method allows for an expanded market reach, faster communication, and ease in transaction processes. This research aims to investigate and describe the relationship between the level of creativity in a company's digital marketing strategy and its success in achieving marketing goals, such as increased website traffic, customer conversions, or product sales. This study adopts a qualitative approach, with data collected through interviews with respondents as the primary me

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O’Donohoe, Stephanie. "Creativity and Advertising." International Journal of Advertising 32, no. 3 (2013): 468–70. http://dx.doi.org/10.2501/ija-32-3-468-470.

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18

Dahlén, Micael, Sara Rosengren, and Fredrik Törn. "Advertising Creativity Matters." Journal of Advertising Research 48, no. 3 (2008): 392–403. http://dx.doi.org/10.2501/s002184990808046x.

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19

Ahmed Khalf, Ghfran, and Shifaa Mohammad Ali. "The Role Of Innovative Marketing In Enhancing Creativity Of Industrial Organizations." Journal of Economics and Administrative Sciences 30, no. 140 (2024): 172–87. http://dx.doi.org/10.33095/x5bj0b58.

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Innovative marketing has become a basic pillar that countries and industrial companies rely on to achieve creativity in their work, a true criterion for their success and failure, and an essential element for their profit or loss. Innovative marketing has become an urgent necessity and there is no way to ignore it, because of its vital therefore, industrial organizations must shift from traditional marketing to innovative marketing and think outside traditional frameworks by constantly keeping pace with development, encouraging innovation, generating modern ideas, and adopting the concept of c

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20

Wijayanto, Andrik, and Sanaji. "The Role of Marketing Innovation Mediation on The Influence of Organizational Creativity on Marketing Performance During The Covid-19 Pandemic Study on MSMEs Incorporated in Bojonegoro APMMIK." Ilomata International Journal of Management 2, no. 3 (2021): 142–53. http://dx.doi.org/10.52728/ijjm.v2i3.255.

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This study aims to determine the effect of organizational creativity on marketing performance mediated by marketing innovations in MSMEs who are members of APMMIK Bojonegoro during the pandemic. The respondents used were 103 MSMEs owners, the test was carried out using the variant-based Structural Equation Modeling (SEM) method with the Partial Least Square (PLS) alternative with the smartPLS 2.0 M3 program. Based on the results of the analysis, it can be concluded that organizational creativity has a positive and significant effect on marketing innovation, marketing innovation has a positive

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Wijayanto, Andrik, and Sanaji. "The Role of Marketing Innovation Mediation on The Influence of Organizational Creativity on Marketing Performance During The Covid-19 Pandemic Study on MSMEs Incorporated in Bojonegoro APMMIK." Ilomata International Journal of Management 2, no. 3 (2021): 142–53. http://dx.doi.org/10.52728/ijjm.v2i3.255.

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This study aims to determine the effect of organizational creativity on marketing performance mediated by marketing innovations in MSMEs who are members of APMMIK Bojonegoro during the pandemic. The respondents used were 103 MSMEs owners, the test was carried out using the variant-based Structural Equation Modeling (SEM) method with the Partial Least Square (PLS) alternative with the smartPLS 2.0 M3 program. Based on the results of the analysis, it can be concluded that organizational creativity has a positive and significant effect on marketing innovation, marketing innovation has a positive

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22

Luca, Tatiana. "Creativity - an essential component of tourism marketing." International Relations Plus, no. 1(21) (2022): 142–46. http://dx.doi.org/10.52327/1857-4440.2022.1(21).17.

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Being concerned with the development of tourism marketing in the field of services, the author of this research studied how to apply creative processes and tools that can be used in this regard, aspects of tourism marketing that can be implemented to improve tourism.

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23

Edelman, Robin D. "Creativity in marketing a nutrition counseling service." Journal of the American Dietetic Association 86, no. 12 (1986): 1713–14. http://dx.doi.org/10.1016/s0002-8223(21)04183-3.

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24

Knox, Simon. "Creativity in marketing management—a unified approach." Journal of Marketing Management 5, no. 3 (1990): 245–57. http://dx.doi.org/10.1080/0267257x.1990.9964103.

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25

Titus, Philip A. "Applied Creativity: The Creative Marketing Breakthrough Model." Journal of Marketing Education 29, no. 3 (2007): 262–72. http://dx.doi.org/10.1177/0273475307307600.

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26

McIntyre, Roger P. "An Approach to Fostering Creativity in Marketing." Marketing Education Review 3, no. 1 (1993): 33–36. http://dx.doi.org/10.1080/10528008.1993.11488394.

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27

Rohmaniyah, Alfiatur, and Tatiek Nurhayati. "PENINGKATAN KREATIVITAS PEMASARAN DAN KUALITAS NETWORKING BERBASIS ORIENTASI PASAR TERHADAP KINERJA PEMASARAN (Studi Kasus pada CV. Mubarokfood Cipta Delicia Kudus)." Jurnal Ekonomi dan Bisnis 18, no. 2 (2017): 149. http://dx.doi.org/10.30659/ekobis.18.2.149-163.

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The purpose of this research is to examine and analyze the effect of market orientation onperformance marketing on the CV. Cipta Delicia Mubarokfood Holy marketing creativity andnetworking as an intervening variable. The population is all employees of marketing and salesdistribution in the CV. Copyright Mubarokfood Holy Delivia by 92 employees. Given a populationof only 92 employees, it deserves to be taken as a whole to be sampled, so this study is a censusstudy. A tool of analysis is path analysis, which previously tested the validity and reliability.The test results indicate that the market

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Djakasaputra, Arifin, and M. Tony Nawawi. "The Role of Social Media in Building Trust, Creativity, and Satisfaction for Millennial Entrepreneurs." International Journal of Management Science and Application 3, no. 2 (2024): 98–109. http://dx.doi.org/10.58291/ijmsa.v3i2.297.

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This research aims to investigate the role of social media in enhancing trust, self-perceived creativity, and satisfaction among millennial entrepreneurs. In general, the data was collected through sampling from mineral entrepreneurs in Jakarta. Where data collection is done by distributing questionnaires. The data was analysed using partial least squares structural equation modelling. Finally, the research results show that social media marketing activities have a positive and significant impact on trust, social media marketing activities have a positive but not significant effect on self-per

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Khankaew, Chularat, and Phaprukbaramee Ussahawanitchakit. "MARKETING CREATIVITY STRATEGY, MARKETING INNOVATION AND MARKETING SUCCESS: EVIDENCE FROM ELECTRONICS BUSINESSES IN THAILAND." Journal of Academy of Business and Economics 14, no. 2 (2014): 97–112. http://dx.doi.org/10.18374/jabe-14-2.6.

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Andrews, Jonlee, and Daniel C. Smith. "In Search of the Marketing Imagination: Factors Affecting the Creativity of Marketing Programs for Mature Products." Journal of Marketing Research 33, no. 2 (1996): 174–87. http://dx.doi.org/10.1177/002224379603300205.

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The profitability of established products is affected greatly by the extent to which they are meaningfully differentiated from competing alternatives. Maintaining meaningful differentiation, in turn, is facilitated by ongoing development of creative marketing programs. Although marketplace observation reveals a general lack of creativity in the way established products are marketed, some product managers are able to devise creative marketing programs for their products. The authors test hypotheses concerning the effects of individual (i.e., product manager) and situational (i.e., planning proc

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Wu, Jintao, Na Wen, Wenyu Dou, and Junsong Chen. "Exploring the effectiveness of consumer creativity in online marketing communications." European Journal of Marketing 49, no. 1/2 (2015): 262–76. http://dx.doi.org/10.1108/ejm-03-2013-0148.

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Purpose – This research aims to investigate effect of consumer creativity on their evaluations of brands. Consumers’ creative participation is often used by online retailers as a promotional tool nowadays. The authors propose that consumer creativity exerts a positive impact on brand attitudes by affecting their attitudes toward the creative activity itself. Furthermore, consumer creativity moderates the effect of consumers’ perceived level of fit on their acceptance of brand extensions, such that creative consumers will show a higher level of acceptance of distant brand extensions. Design/met

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Benoit, Ilgım Dara, and Elizabeth G. Miller. "Enhancing creativity perception through fear." Journal of Business Research 139 (February 2022): 1084–98. http://dx.doi.org/10.1016/j.jbusres.2021.10.051.

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33

Wang, Xuan, Xinqi Zhao, and Yiran Zhao. "Cultural Creativity and Market Response in Cross-border Co-branding: An Application of Cultural Marketing Theory." Highlights in Business, Economics and Management 46 (December 24, 2024): 120–25. https://doi.org/10.54097/k4x10r17.

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This paper discusses the specific application of cultural marketing theory in the practice of cross-border joint marketing and its market effect. Cross-border co-branding, as an emerging marketing method, creates unique cultural creativity by integrating cultural elements of different brands, aiming to enhance brand interaction and market appeal. Based on the theory of cultural marketing, this study analyzes the generation mechanism and expression forms of cultural creativity in cross-border co-branding and its psychological impact on the target market, and reveals how cultural creativity beco

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Lifchatullaillah, Endang, Wylda Olivia Kowey, and Eddy Silamat. "The Relationship between Marketing Creativity and Product Quality to Customer Satisfaction and Loyalty of Coffee MSMEs in Banyuwangi." West Science Interdisciplinary Studies 3, no. 01 (2025): 75–86. https://doi.org/10.58812/wsis.v3i01.1626.

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This study examines the relationship between marketing creativity, product quality, customer satisfaction, and loyalty in coffee micro, small, and medium enterprises (MSMEs) in Banyuwangi. Using a quantitative approach with 145 samples and data analysis through Structural Equation Modeling (SEM) and Partial Least Squares (PLS), the study investigates how marketing creativity and product quality influence customer satisfaction and loyalty. The results show that both marketing creativity and product quality significantly affect customer satisfaction, with product quality having a stronger impact

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Molektuzzahro, Arila, Budi Santoso, and Feti Fatimah. "THE INFLUENCE OF DIGITAL MARKETING, PRODUCT CREATIVITY AND SERVICE QUALITY ON MARKETING PERFORMANCE AT PT. CIPTA VARIOUS TASTES (C BEZT EAST JAVA)." Jurnal Comparative: Ekonomi dan Bisnis 6, no. 3 (2024): 525. http://dx.doi.org/10.31000/combis.v6i3.11466.

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As a developing country, Indonesia is a potential market. New businesses in the food and beverage industry emerged as a result of the Indonesian people's tendency to like fast food. The aim of this research is to identify the factors that influence PT's marketing performance. Cipta Aneka Selera, including digital marketing, product creativity and service quality. It is hoped that this research will be useful as a source of evaluation and information regarding the influence of digital marketing, product creativity and service quality on marketing performance. Therefore, it is hoped that this re

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Simanjuntak, Markus Doddy, and Rattanaphol Mongkholrattanasit. "ENVIRONMENTAL, INNOVATION, AND MARKETING FACTORS INFLUENCING HOTEL STAY DECISIONS." American Journal of Interdisciplinary Innovations and Research 6, no. 8 (2024): 10–18. http://dx.doi.org/10.37547/tajiir/nicspeep-2024-01-02.

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The aim of this research is to determine and explain the variables of product innovation strategy and marketing creativity influences the visitor's decision variable to stay at a hotel in Indonesia through the variable atmosphere or environmental conditions at the hotel . Pada In this research, the independent variable is related to the hotel industry's strategy in attracting visitors to stay overnight, through the independent variables, namely product innovation strategy and marketing creativity, while the dependent variable is the visitor's decision to stay at a hotel in Indonesia , and the

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Snyder, Hannah, Lars Witell, Mattias Elg, and Janet R. McColl-Kennedy. "The influence of place on health-care customer creativity." European Journal of Marketing 53, no. 7 (2019): 1400–1422. http://dx.doi.org/10.1108/ejm-10-2017-0723.

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Purpose When using a service, customers often develop their own solutions by integrating resources to solve problems and co-create value. Drawing on innovation and creativity literature, this paper aims to investigate the influence of place (the service setting and the customer setting) on customer creativity in a health-care context. Design/methodology/approach In a field study using customer diaries, 200 ideas from orthopedic surgery patients were collected and evaluated by an expert panel using the consensual assessment technique (CAT). Findings Results suggest that place influences custome

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Adinda, Adinda, Chahyono Chahyono, and Muhtar Sapiri. "PENGARUH KREATIVITAS, INOVASI TERHADAP KINERJA PEMASARAN MELALUI KEUNGGULAN BERSAING PADA BPJS KETENAGAKERJAAN DI KOTA MAKASSAR." Indonesian Journal of Business and Management 7, no. 2 (2025): 272–80. https://doi.org/10.35965/jbm.v7i2.5287.

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Tujuan penelitian adalah menganalisis pengaruh kreativitas terhadap keunggulan bersaing, pengaruh inovasi terhadap keunggulan bersaing, pengaruh kreativitas terhadap kinerja pemasaran, pengaruh inovasi terhadap kinerja pemasaran, pengaruh keunggulan bersaing terhadap kinerja pemasaran, pengaruh kreativitas terhadap kinerja pemasaran melalui keunggulan bersaing, serta pengaruh inovasi terhadap kinerja pemasaran melalui keunggulan bersaing pada BPJS Ketenagakerjaan di Kota Makassar. Metode penelitian menggunakan pendekatan kuantitatif dengan jumlah samapel 100 orang peserta BPJS Ketenagakerjaan

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Lehnert, Kevin, Brian D. Till, and Brad D. Carlson. "Advertising creativity and repetition." International Journal of Advertising 32, no. 2 (2013): 211–31. http://dx.doi.org/10.2501/ija-32-2-211-231.

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Jonathan Vem, Linus, Silas Gontur, Meshach Gomam Goyit, and Macrop Davireng. "Entrepreneurial Marketing, Corporate Reputation, Corporate Creativity and Competitive Advantage: A Research Framework and Proposition." International Journal of Business, Management and Economics 3, no. 1 (2022): 52–80. http://dx.doi.org/10.47747/ijbme.v3i1.352.

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This study explored the consequences of entrepreneurial marketing by creating empirical evidence grounded in dynamic capability view and image theory. The study proposed a direct and indirect relationship between entrepreneurial marketing and competitive advantage, recognizing corporate creativity as the boundary condition on the entrepreneurial marketing-competitive advantage link suggesting a moderated entrepreneurial marketing model. The study explained the theoretical and practical contribution of the study in our understanding of entrepreneurial marketing practices and the role of corpora

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Yagnik, Arpan, Sujo Thomas, and Susmita Suggala. "CREATIVITY CENTRED BRAND MANAGEMENT MODEL FOR THE POSTCOVID MARKETING 5.0 WORLD." Journal of Content Community and Communication 12 (December 31, 2020): 227–36. http://dx.doi.org/10.31620/jccc.12.20/21.

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This article directly responds to the call for new visions that impact the field of brand communications in the Marketing 5.0 world. It does so by using creative principles to deconstruct and reconceptualize an important marketing management tactic namely brand management. Brand management is a polarizing tactic in the overall strategic marketing planning. It is easy to find scholars and practitioners in support of it as well as opposing it. This article reviews popular existing brand management strategies to see how creativity is treated and presents a new futuristic model of where and how sh

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Putri, Meagika Surya, Nofrivul Nofrivul, Mirawati Mirawati, and Khairul Marlin. "Pengaruh Orientasi Pasar,Orientasi Kewirausahaan,dan Kreativitas Strategi Pemasaran yang Diintervening Inovasi Terhadap Kinerja Bisnis di Dama Group." MABIS: Jurnal Manajemen Bisnis Syariah 4, no. 1 (2024): 17. http://dx.doi.org/10.31958/mabis.v4i1.12088.

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The aim of this research is to determine the influence of market orientation, entrepreneurial orientation and marketing strategy creativity intervening with innovation on business performance in the Dama Group. The research was conducted using a quantitative approach. The data analysis technique uses Structural Equation Modeling (SEM) analysis with smartPLS version 4.1.0.0. Based on the research results, it was found that market orientation variables, entrepreneurial orientation and marketing strategy creativity had an influence on business performance variables in the Dama Group. The variable

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Vania, Amelindha, and Nur Laili Fikriah. "The Impact of Creative Digital Marketing on the Sustainability of MSME Businesses: A Mediating Role of Marketing Performance." Jurnal Ilmiah Manajemen dan Bisnis 8, no. 2 (2023): 141–50. http://dx.doi.org/10.38043/jimb.v8i2.4546.

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Creativity in digital marketing is essential in today's digital economy, where businesses need to adapt to the rapid changes brought by digital innovation. The declining trend in the contribution of MSMEs is worrying for the economy and the business world. MSMEs need to maximize digital marketing creativity for business continuity through the role of marketing performance. The aim of this research is to look at the role of creative digital marketing in improving the marketing performance and sustainability of MSMEs. This research uses explanatory quantitative methods with data analysis techniq

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Al-zoubi, Ali Falah. "Creative Marketing as a Strategic Introduction to Enhance the Competitive Advantages in Jordanian Service Organizations: A Case Study." International Journal of Marketing Studies 9, no. 2 (2017): 78. http://dx.doi.org/10.5539/ijms.v9n2p78.

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The study aims at identifying the concept as well as the factors of creative marketing in service organizations and recognizing the development in the service sector at a global level. The sample of the study was comprised of (16) Jordanian service organizations that were intentionally chosen. The sampled organizations represent 16% of the population. The study is an attempt to find out the role of creative marketing in reaching the competitive advantage in Jordanian service organizations while depending upon the basic factors of creativity in the marketing mix (7Ps). The significance of the s

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Prayoga, Inggar, and R. Y. Fridayani. "Innovation and Creativity Marketing Product on Social Media." Proceeding of International Conference on Business, Economics, Social Sciences, and Humanities 1 (December 1, 2020): 167–71. http://dx.doi.org/10.34010/icobest.v1i.31.

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The purpose this research is to find out the impact of using social media in implementing marketing strategies. The research method used in this research was descriptive qualitative method analysis approach and literature review. This research focuses on social media, consumer patterns, and marketing strategies. The results of this research proved that using social media for business people is very important, besides that social media was considered to be effective and efficient for marketing products.

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Yang, Qiang, Yuanjian Zhou, Yushi Jiang, and Jiale Huo. "How to overcome online banner blindness? A study on the effects of creativity." Journal of Research in Interactive Marketing 15, no. 2 (2021): 223–42. http://dx.doi.org/10.1108/jrim-12-2019-0212.

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Purpose This study aims to explore whether creativity can overcome banner blindness in the viewing of web pages and demonstrate how visual saliency and banner-page congruity constitute the boundary conditions for creativity to improve memory for banner ads. Design/methodology/approach Three studies were conducted to understand the influence of advertising creativity and banner blindness on recognition of banner ads, which were assessed using questionnaires and bias adjustment. The roles of online user tasks (goal-directed vs free-viewing), visual saliency (high vs low) and banner-page congruit

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Fichnová, Katarína, and Lucia Spálová. "Participative Art Marketing Communication and Creativity of User-generated Content." Central European Journal of Communication 16, no. 1(33) (2023): 117–32. http://dx.doi.org/10.51480/1899-5101.16.1(33).7.

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This paper deals with participatory communication in the field of the promotion of cultural institutions. Creativity is an important factor in the success and effectiveness of marketing communication. This phenomenon has not yet been explored in relation to the creativity of user-generated content. This research addresses the question of whether creativity is a significant factor in the success of UGC (user generated content). Analysis of the outputs generated by the recipients of the communication issued by the Getty Museum in Los Angeles – and their interpretation of the works of art availab

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Jamal Ali, Bayad, and Govand Anwar. "The Effect of Marketing Culture Aspects of Healthcare Care on Marketing Creativity." International Journal of English Literature and Social Sciences 6, no. 2 (2021): 171–82. http://dx.doi.org/10.22161/ijels.62.25.

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Watson, Angela, and Daphne Halkias. "Measuring the creativity of marketing vs. non-marketing professionals in South Africa." International Journal of Teaching and Case Studies 7, no. 3/4 (2016): 289. http://dx.doi.org/10.1504/ijtcs.2016.080930.

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Watson, Angela, and Daphne Halkias. "Measuring the creativity of marketing vs. non-marketing professionals in South Africa." International Journal of Teaching and Case Studies 7, no. 3/4 (2016): 1. http://dx.doi.org/10.1504/ijtcs.2016.10001479.

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