|Title||Creativity in Marketing - a lost cause or new possibilities|
Creativity literature has mainly focused on the individual and ignored the effect on organisations to a large extent. Interest in creativity research in the marketing and management field has been growing, especially in the last few years which reflects the fact that creativity is written about continuously in the press and is seen as a necessity to build competitive advantage especially in times of economic downturn.
|Keywords||Marketing creativity, Organisational creativity, Marketing strategy|
|Conference||47th Academy Of Marketing Conference|
|Publisher||Academy of Marketing|
|Accepted author manuscript|
|Web address (URL) of conference proceedings||https://marketing.conference-services.net/programme.asp?conferenceID=4002&language=en-uk|
|Web address (URL)||https://marketing.conference-services.net/resources/327/4002/pdf/AM2014_0237_paper.pdf|