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The Need for Research into Creativity in Marketing
Author(s) -
Proctor Tony
Publication year - 1999
Publication title -
creativity and innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.148
H-Index - 60
eISSN - 1467-8691
pISSN - 0963-1690
DOI - 10.1111/1467-8691.00147
Subject(s) - creativity , competitor analysis , marketing , order (exchange) , sample (material) , publishing , business , advertising , psychology , political science , social psychology , chemistry , finance , chromatography , law
A convenience sample of 36 online journals was taken as the source of information for this study. Management and marketing journals at a major publishing house were analysed in order to find out what they had to say about creativity. A search over the period 1989–99 found 29 articles which included creativity as one of the keywords. The area of marketing revealed a range of applications for creativity thinking. It is suggested that marketing executives need to be creative in order to enable their organisations to match the activities of their competitors and meet the needs of a rapidly changing environment.