Creative marketing for IT firms: academic perspective

Y L R Moorthi

Document Type

Article

Publication Title

IIMB Management Review

Abstract

Creative marketing is the application of innovative thinking to marketing problems. It is particularly important in IT where the markets change rapidly. This article presents the sequential implementation of creative marketing in IT under four themes. These are 1) creativity 2) nurturing 3) organising and 4) delivery. Each of the themes is further split into sub-themes and described in some detail. The conclusions for each theme are summed up separately in tables. The literature review does not always seem to agree with the commonsensical view of managing the process of creative marketing.

Publication Date

1-4-2008

Publisher

Indian Institute of Management Bangalore

Volume

Vol.20

Issue

Iss.1

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