Creativity and Marketing

Section 1. Creativity in marketing management Chapter 1. Creative marketing and the clothes swapping phenomenon; Claudia Henninger
Chapter 2. Promoting within sport: An exploration of creativity in traditional, extreme and esports contexts; Luke Devereux, Francesco Raggiotto, Daniele Scarpi, and Andrea Moretti
Chapter 3. Creativity, Interactive Marketing & Communication in Italian Jewellery Districts; Clara Bassano and Paolo Piciocchi
Chapter 4. Getting Creative with Sustainability Communication in the Beauty Industry: Exploring on-pack practices and consumers' perceptions; Panayiota Alevizou
Section 2. Creativity, design thinking and innovation
Chapter 5. Design Thinking-Interactively co-creating innovative products that fit the market; Christine Falkenreck
Chapter 6. Using design thinking to drive human centered innovation in marketing; Stacy Landreth Grau
Chapter 7. Can artificial intelligent systems be creative? A preliminary study in the new product development process for new drinks; Francesca Serravalle and Eleonora Pantano
Section 3. Creativity challenges and opportunities for marketing
Chapter 8. Viral VS virtuous- how creative drive for buzz can also drive reputational damage; Raffaello Rossi and Agnes Nairn
Chapter 9. Creative Art-based Initiatives Enabled Value Co-creation in the Luxury Fashion Industry; Huiru Yang, Delia Vazquez, and Marta Blazquez
Chapter 10. When fake becomes real: the innovative case of artificial influencers; Carsten Baumgarth, Alexandra Kirkby, and Cosima Kaibel
Chapter 11. Capturing marketing academics' conceptions of creativity: teaching practices and challenges in Greek Higher Education; Paschalia Patsala, Constantinos-Vasilios Priporas, Maria Michali, and Irene Kamenidou