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

Author

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  • Marius Sebastian RÜCKER

    (University of Hertfordshire, United Kingdom)

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.

Suggested Citation

  • Marius Sebastian RÜCKER, 2017. "A Critical Evaluation of the Influence of Creative Thinking on Marketing Creativity," Expert Journal of Marketing, Sprint Investify, vol. 5(1), pages 10-16.
    • Handle: RePEc:exp:mkting:v:5:y:2017:i:1:p:10-16
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Marketing; Creative Thinking; Marketing Creativity; Guerilla Marketing; Experiential Marketing; Online Marketing; Social Media;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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