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Exploring the effectiveness of consumer creativity in online marketing communications

Wu, Jintao; Wen, Na; Dou, Wenyu; Chen, Junsong - In: European journal of marketing : EJM 49 (2015) 1/2, pp. 262-276

Persistent link: https://www.econbiz.de/10010519465

I love creative advertising : what it is, when to call for it, and how to achieve it

Koslow, Scott - In: Journal of advertising research 55 (2015) 1, pp. 5-8

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Traditional and emerging integrated marketing communication touchpoints used in Effie Award-winning promotional campaigns

Zwerin, Amanda; Clarke, Theresa B.; Clarke, Irvine - In: Journal of promotion management : innovations in … 26 (2020) 2, pp. 163-185

Persistent link: https://www.econbiz.de/10012179116

Planning Facebook message strategy and creative appeal for effective ad engagement : an exploratory study

Sheiner, Dorit Zimand; Kol, Ofrit; Levy, Shalom - In: Marketing intelligence & planning 42 (2024) 7, pp. 1195-1213

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Teaching design thinking in marketing : linking product design and marketing strategy in a product development class

Chen, Steven; Benedicktus, Ray; Kim, Yuna; Shih, Eric - In: Journal of marketing education : JME 40 (2018) 3, pp. 176-187

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Market knowledge and new product performance: the mediating effects of new product creativity

Dąbrowski, Dariusz - In: Journal of business economics and management 20 (2019) 6, pp. 1168-1188

. However, a missing link in this relationship is creativity, and specifically, as a natural process in product innovation. This … that represent dimensions of creativity-i.e. a product's meaningfulness and novelty. The model was tested on a sample of … market knowledge is transferred to both new product outcomes through new product creativity, albeit somewhat differently. The …

Persistent link: https://www.econbiz.de/10012176090