Table of contents
Nurturing an effective creative culture within a marketing organization
Dennis A. Pitta, Van R. Wood, Frank J. FranzakThe purpose of this paper is to explore the role of and the management of creative individuals in organizations.
Inciting consumers to buy fairly‐traded products: a field experiment
Alain d'Astous, Suzanne MathieuResearch on fairly‐traded products has shown that changing consumers' attitudes may not be the best strategy to bring consumers to purchase these products. The objective of this…
The management and consumption of organisational creativity
Shaun PowellManagement within the creative industries can face many challenges, some of which may be unique to these forms of organisations. The perceptions and actions of the creative…
Digital piracy of MP3s: consumer and ethical predispositions
Steven Lysonski, Srinivas DurvasulaIllegal downloading of music has become an inexorable and rampant activity particularly among college students who have been little deterred by industry legal actions. The purpose…
Word of mouth and viral marketing: taking the temperature of the hottest trends in marketing
Rick FergusonThe purpose of this paper is to study examples of emerging marketing trends like word‐of‐mouth and viral marketing, and attempt to determine their measurability in terms of return…
Creating passion to engage versus enrage consumer co‐creators with agency co‐conspirators: unleashing creativity
Sheila L. SasserThe purpose of this paper is to provide a perspective on how new interactive media trends affect the creative process in agencies and engage consumers as co‐creators, based on…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel