A Critical Evaluation of the Influence of Creative Thinking on Marketing Creativity

Marius Sebastian Rücker
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Marius Sebastian Rücker: University of Hertfordshire, United Kingdom

Expert Journal of Marketing, 2017, vol. 5, issue 1, 10-16

Abstract: Due to the rapid technological development and a globally competitive business environment, creative marketing methods become increasingly important for a unique value proposition. As a result, the aim of this research paper is to critically evaluate the influence of creative thinking on marketing creativity. In order to evaluate this correlation, examples of creative marketing concepts in traditional marketing and online marketing campaigns are examined and analysed in regards to potentially required creative thinking processes. This evaluation led to the conclusion that creative thinking influences marketing creativity in a holistic way by creating experiences, forming relationships, and addressing large audiences in a cost-efficient way.

Keywords: Marketing; Creative Thinking; Marketing Creativity; Guerilla Marketing; Experiential Marketing; Online Marketing; Social Media (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2017
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