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...

The book includes new theory, original empirical evidence, and applied case studies synthesizing advances in innovation and technology for the retail sector. Chapters identify the challenges retailers face in response to new practices, suggesting how the sector can respond to technological...

The Covid-19 pandemic has dramatically changed retailing, creating an uncertain scenario that has forced marketers, retailers, and policy makers to face new challenges to survive and thrive. These challenges affect all aspects of retailing, from supply chain management to consumers' shopping...