Index
Creativity and Marketing: The Fuel for Success
ISBN: 978-1-80071-331-4, eISBN: 978-1-80071-330-7
Publication date: 2 August 2021
This content is currently only available as a PDF
Citation
(2021), "Index", Pantano, E. (Ed.) Creativity and Marketing: The Fuel for Success, Emerald Publishing Limited, Leeds, pp. 187-192. https://doi.org/10.1108/978-1-80071-330-720211016
Publisher
:Emerald Publishing Limited
Copyright © 2021 Emerald Publishing Limited
INDEX
AACSB
, 172
Abductive thinking
, 88
Absorbing artistry
, 137
Advertising
, 56, 120
advertising/promotion
, 20
labelling brand posts regulations as
, 120–125
regulations
, 122
in sports context
, 22
works
, 27–28
Advertising Standards Authority (ASA)
, 121
AirBnB
, 87, 94
Alarm policy makers
, 61
Alcohol beverage sector
, 105, 109, 111
Art-based initiatives (ABIs)
, 135–136
conceptual framework for ABIs-enabled value co-creation
, 141–143
conceptualisation of ABIs-enabled value co-creation
, 140–143
influence of ABIs on value creation
, 137–138
literature review
, 134–140
service logic and co-creation
, 138–139
working mechanisms
, 136–137
Art(s)
, 21, 134
art based interventions
, 58
experiences
, 142
potential of deploying arts in luxury business
, 134–138
Artfulness creation
, 137
Artification
, 134
Artificial Dog
, 107
Artificial intelligence (AI)
, 28–29, 102
tools
, 102
usage of AI to develop new products
, 103–105
Artistic artefacts
, 135–136
Artistry
, 136
absorbing
, 137
Artworks from artworld
, 136
Attending artworks
, 137
Beauty brands
, 52, 56–57, 60–61
Beauty industry (see also Fashion industry)
communicating sustainability and role of creativity in marketing communications
, 53–61
disrupters
, 61
global beauty industry and sustainability
, 52–53
Beauty vloggers and bloggers
, 56
Beer Fingerprinting
, 107
Black Lives Matter
, 26
Body Shop’s refill store
, 52
Brand
brand-execution quality
, 28
collaborations
, 156–161
knowledge
, 142
management-oriented evaluation of CGIIs
, 161–162
outlook for brand management and research
, 162–164
posts
, 122–124
BrewDog
, 106–107
Carlsberg
, 107–108
Challenges
, 4, 7–8
Circumstance distillery
, 108–109
Classic communication models
, 54
Classic influencer
, 150
Clean beauty
, 53, 59, 61
Co-creation
, 138–139, 179
Cognitive defence
, 121
Cognitive psychology
, 60
Collaborative consumption
, 4, 6–8
Committee of Advertising Practice (CAP)
, 121, 123
Communication
, 53
language and colour of
, 59–60
sustainability marketing
, 53–57
Computer-generated image influencer (CGII)
, 150–151
behaviour and brand collaborations
, 155
brand management-oriented evaluation of CGIIs
, 161–162
creative CGII and brand collaborations
, 156–161
demographics
, 152–153
followers
, 155–156
landscape
, 152–156
outlook for brand management and research
, 162–164
positioning
, 154–155
Congress Party India
, 130
Consumer attitudes
, 8–9
Consumer creativity
, 61
Consumers’ perceptions
, 53–54, 56, 60
Content marketing
, 120, 122–123, 125
COVID-19 pandemic
, 4, 6, 20, 106, 126
Creative advertising
, 20
Creative CGII
, 156–161
Creative confidence
, 88
Creative marketing, 4, 8–9 (see also Marketing)
barriers towards creative marketing teaching
, 180–181
and perceived swapping risks
, 9–11
teaching practices
, 179
Creative problem-solving approach (CPS approach)
, 173
Creativity
, 4, 9, 20–22, 54–59, 86, 102, 170–172
as teachable ‘skill’
, 178–179
advertising works
, 27–28
e-sports
, 24–25
extreme sports
, 23–24
fantasy football and online fan communities
, 26
future of
, 28–29
in marketing as inspiration
, 177
in marketing communications
, 53–61
as novelty
, 176–177
in NPD
, 103–104
in on-pack sustainability marketing communications and consumers’ perceptions
, 60–61
opportunities for
, 25–26
opportunities in streaming/TV on demand
, 26
playable Ad formats
, 27
prominence
, 28
sports context
, 22
traditional sports
, 22–23
Credence attributes
, 61
Cross-cultural advertising
, 59–60
Cultural references
, 127, 129–130
Customer centricity
, 83
Customer relationship management (CRM)
, 71, 73
DAZN
, 26
Depop
, 7, 10
Design mindset
, 86, 88, 93–94, 96–97
Design thinking method (DT method)
, 70, 83, 86–89
from designerly thinking to
, 71–74
future of
, 96–97
influence of DT on marketing strategy and mix
, 74–77
lead user workshops
, 77–81
market fit
, 71–77
and marketing
, 89–90
principles of design thinking frameworks
, 90–93
shortened DT process
, 73
and social problems
, 96
for trust over revenue
, 97
value of
, 95–96
at work
, 93–95
Digital technology
, 20, 25
Diigitals, The
, 161
Disruptive innovation
, 7, 83
Disruptive thinking
, 76, 83
Distinctive assets
, 27–28
Divergent thinking
, 103
Drink industry
, 103, 110
Driving consumer action
, 123
Driving mental availability
, 28
Driving technologies
, 157
Dutch Advertising Code
, 121
E-sports
, 24–25
eBay
, 10
Edgework theory
, 23
Electronic brochures
, 40
Ellen McArthur Foundation (EMF)
, 6
Ellesse UK
, 160–161
Embroidery programme
, 143
Empathy
, 75
Equity Centered Community Design
, 96
Equity design
, 96–97
Experiential learning theory
, 91
Extreme sports
, 23
creativity in
, 23–24
Facebook Gaming
, 25
Fake influencers, new wave of
, 150–152
Fantasy football and online fan communities
, 26
Fantasy Premier league
, 26
Fashion brand
, 160–161
Fashion industry, 4, 9, 53 (see also Beauty industry)
challenges
, 4
pre-and post-COVID-19
, 4–6
Fashion revolution
, 53
First Photoshop
, 151
Fixing Fashion Report
, 5
Flexibility
, 103–104
Fluency
, 103–104
Fordist production model
, 34
Formal ethnographic interviews
, 91
Formal/governed districts
, 37
Frame and reframe principle
, 92, 94
#GGBlooms pattern
, 134
#GGCaleido pattern
, 134
Ginette
, 108
Global Cosmetics Industry (GCI)
, 59
Gold jewellery
, 34
Golden Gate Regional Center (GGRC)
, 94
Greek Higher Education
, 170
literature review
, 171–173
methodology
, 173–175
results
, 175–181
Green shaming brands
, 56
Greenwashing
, 58
Heavy/light buyers
, 27–28
High image logos
, 59
High recognition and involvement logos
, 59
Higher Education (HE)
, 170
Home and interior
, 157–158
Hotel Le Grand XX and noounouri
, 158–159
Human-centred design (HCD)
, 87
HypeAuditor
, 152
Identity
, 41, 42–43
IDEO
, 86
IDEO. org
, 96
team
, 95
work
, 89
IKEA
, 157–158
Imagine and design principle
, 92
Imma
, 156–158
Industrial districts
, 34
Influencer marketing
, 150
Influencers
, 150
classic
, 150
classification
, 151
relevance and new wave of fake influencers
, 150–152
Informant diaries
, 91
Information
, 37, 41–42, 138
Information and business technology (IBT)
, 34
for Italian jewellery district communication
, 38–40
limits and opportunities
, 35
weight of IBT in communicative and competitive development goals
, 45–47
Innovation
, 34–35, 86, 102
#InsideOut movements
, 53
Intel
, 87
Interactive marketing for Italian jewellery district communication
, 38–40
Interactive meme in political advertising
, 128–129
Intercepts
, 91
International Chamber of Commerce (ICC)
, 59
Internet of Things (IoT)
, 80
Internet-based technological solutions (IB technological solutions)
, 34, 45
mapping of IB communicative impact on Italian jewellery districts
, 41–44
iPod (Apple)
, 103
ISEAL Alliance
, 59
Italian jewellery districts
, 34
characteristics
, 35–38
identity and quality
, 37
interactive marketing and IBT for
, 38–40
mapping of IB communicative impact on
, 41–44
research methodology
, 40–41
structural characteristics
, 35
structural framework
, 34
weight of IBT in communicative and competitive development goals
, 45–47
Jewellery
firm
, 34
sector
, 36, 40
Jewellery Boutique Show
, 44–45
Kayo
, 26
Kentucky Fried chicken (KFC)
, 162
Kim Kardashian and noounouri
, 159
Labelling brand posts regulations as advertising
, 120
brand posts
, 122–124
content marketing
, 122–123
Language and colour of communication
, 59–60
Le Royal Monceau (LRM)
, 158–159
Lead user workshops
, 77
making abstract ideas tangible–additional tools in DT workshops
, 79–81
product innovation: inverter’
, 77–79
Learning
, 173, 179
by local systeming
, 37–38
process of
, 37
LEGO building
, 58
LGBT issues
, 26
Liberatory Design
, 96
Long and Short of It (Binet and Field)
, 20–21
Love inspired narrative
, 59
Low investment logos
, 59
Luxury
, 134
brands
, 143, 156–157
customers
, 142
fashion brand
, 144
potential of deploying arts in luxury business
, 134–138
Make and experiment principle
, 93
Marketing
, 87
communication
, 123
and creativity
, 172–173
design thinking and
, 89–90
influence of DT on marketing strategy and mix
, 74–77
relations
, 34
McKinsey Design Index (MDI)
, 95
Meaningfulness
, 102–103, 106, 108, 110
Medium-large-scale firms
, 34
Memes
, 125
adding interactivity to
, 127–128
components
, 125–127
cultural references
, 129–130
failing to creative in political brand posts
, 130
interactive meme in political advertising
, 128–129
Mind mapping
, 73, 81
#MyStyleMyRules campaign
, 161
Narcos
, 130
NASA
, 87
Natural materials
, 52
Natural/informal districts
, 37
Netflix
, 125–127
Netnography
, 91
New products development (NPD)
, 102
creativity in
, 103–104
data collection and procedure
, 105–106
key findings
, 106–109
methodology of research
, 105–106
multiple case research
, 105
theoretical background
, 103–105
usage of AI to develop new products
, 104–105
NFL fantasy leagues
, 26
Nike+ campaign
, 9
‘No Digital Distortion’ mark
, 151, 162
Non-governmental organisations (NGOs)
, 58
Non-participant observation
, 91
#notphotoshopped hashtag
, 151
Novelty
, 102–103, 171
creativity as
, 176–177
Observe and notice principle
, 92, 94
On-pack sustainability claims
, 58–59
Organic posts
, 120
Organisational culture
, 83
Originality
, 103–104
Orovicenza. it
, 44
Packaging communications
, 57–58
Participant observation
, 91
People brand
, 159
PillPack, Inc.
, 86, 93
Playable Ad formats
, 27
Playful creativity
, 58
Porsche
, 156–157
Presence
, 40, 42
Primary packaging
, 57
Priori customer integration
, 71
Problem-solving
, 9
Problem–solution fit
, 70
Product innovation: inverter case study
, 77–79
Productive variety
, 36
Product–market fit
, 70–77
Prominence
, 28
Prototyping techniques
, 79
Public administration official website
, 41
Qualitative study
, 171
Relations
, 41, 43
Rent the Runway
, 7
Samsung mobile and Lil Miquela
, 159–160
SAP
, 87
Secondary packaging
, 57
Service
, 158–159
logic
, 138–139
Sharing-in
, 7
Shudu
, 160–161
Social media
, 7
advertising
, 122
brand posts
, 128, 130
influencers
, 150
Sports context
, 22
Stanford d.school adds mindsets
, 88, 91
Storytelling
, 10, 58
Streaming/TV on demand, opportunities in
, 26
Sustainability
communicating
, 53–61
global beauty industry and
, 52–53
issues
, 4
marketing communication
, 53–57
Sustainable development
, 52
Swap shops
, 7–8
Swapping
, 4, 8–9
and changing consumer attitudes
, 6–9
events
, 8, 10
perceived swapping risks
, 9–11
Swishing
, 10
Synergic collaboration
, 37
Teaching creativity
, 173
Technology brand
, 159–160
Tertiary education
, 170
Tertiary packaging
, 57
Thematic map
, 175
Top Model
, 5
Trade fair websites
, 41
Traditional sports
, 22–23
Transparency
, 58–59
Twitch
, 20, 25, 27
Twitter
, 120, 159, 161
UberEATS
, 93
Understanding customer requirements
, 71–72
Unity
, 27
Value creation
conceptualisation
, 140–141
influence of ABIs on
, 137–138
process
, 134
review of value
, 139–140
working mechanisms of ABIs on
, 136–137
Value proposition
, 138
Value-in-context
, 140
Value-in-exchange
, 139
Value-in-experience
, 140
Value-in-use
, 139–140
Venetian Province
, 44
Verbalisation
, 60
Vertical industry portal
, 41
Vicenza oro T.Gold
, 44
Visualisation
, 78
Waste in fashion industry
, 6
Weight of IBT in communicative and competitive development goals in jewellery districts
, 45–47
#Who-MadeMyClothes movements
, 53
World Commission on Environment and Development (WCED)
, 52
YouTube Gaming Live
, 25
- Prelims
- Section I: Creativity in Marketing Management
- Chapter 1: Creative Marketing and the Clothes Swapping Phenomenon
- Chapter 2: Promoting Within Sport: An Exploration of Creativity in Traditional, Extreme and Esports Contexts
- Chapter 3: Creativity, Interactive Marketing and Communication in Italian Jewellery Districts
- Chapter 4: Getting Creative with Sustainability Communication in the Beauty Industry: Exploring On-pack Practices and Consumers’ Perceptions
- Section II: Creativity, Design Thinking and Innovation
- Chapter 5: Design Thinking – Interactively Co-creating Innovative Products That Fit the Market
- Chapter 6: Using Design Thinking to Drive Human-centred Innovation in Marketing
- Chapter 7: Can Artificial Intelligent Systems be Creative? A Preliminary Study in the New Product Development Process for New Drinks
- Section III: Creativity Challenges and Opportunities for Marketing
- Chapter 8: Viral versus Virtuous – How Creative Drive for Buzz Can Also Drive Reputational Damage
- Chapter 9: Creative Art-based Initiatives Enabling Value Co-creation in the Luxury Fashion Industry
- Chapter 10: When Fake Becomes Real: The Innovative Case of Artificial Influencers
- Chapter 11: Capturing Marketing Academics’ Conceptions of Creativity: Teaching Practices and Challenges in Greek Higher Education
- Index