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19 - The Relationship Between Marketing and Creativity

It’s Complicated

from Part IV - Creativity in Business

Published online by Cambridge University Press:  15 September 2017

By
Marie Taillard  and
Benjamin G. Voyer
Edited by
James C. Kaufman ,
Vlad P. Glăveanu  and
John Baer
James C. Kaufman
Affiliation:
University of Connecticut
Vlad P. Glăveanu
Affiliation:
Universitetet i Bergen, Norway
John Baer
Affiliation:
Rider University, New Jersey
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Summary

Abstract

In this chapter, we explore the role of creativity in marketing, and suggest that a better understanding of creativity in the marketing domain can yield unique insights for research in both creativity and marketing. We first discuss the definitions of the concept of creativity in marketing and marketing research, and its relation to other associated constructs. Second, we focus on three core domains of application for creativity in marketing: operational, strategic, and organizational. Third, we shift to consumer creativity and offer a critical overview of some of the methodological aspects of creativity research in marketing. Finally we discuss our findings and introduce key questions to be addressed in future research in the field.

Type
Chapter
Information
The Cambridge Handbook of Creativity across Domains , pp. 345 - 362
Publisher: Cambridge University Press
Print publication year: 2017

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