Building Circulation through Creative Marketing: An Australian Case Example

Abstract

This article presents a case study in the fields of marketing and business problem solving in general. The formal disciplines of structured creative problem solving were used to solve a substantial problem and simultaneously to identify ways of exploiting the opportunities that lay within it. This case was a team effort involving a select group of Examiner Newspaper Group people in Australia with the author as leader and co‐ordinator, and a Tasmanian company – Tastech Developments. A circulation increase of approximately 20 per cent was in fact achieved.

Citation

Jackson, J. (1991), "Building Circulation through Creative Marketing: An Australian Case Example", Leadership & Organization Development Journal, Vol. 12 No. 6, pp. 28-31. https://doi.org/10.1108/EUM0000000001164