Organisational marketing in the creative industries

Shaun M. Powell, Sean Ennis

Research output: Contribution to journalArticle

15 Citations (Scopus)

Abstract

The marketing of small- to medium-sized enterprises (SMEs) can face many challenges, particularly for those operating within the creative industries. The purpose of this paper is to describe an inductive and exploratory case study approach to empirically investigate the issues and complexities uncovered when taking a mainly internal, organisational perspective to creativity, identity and the brand.
Original languageEnglish
Pages (from-to)375-389
Number of pages14
JournalQualitative Market Research: An International Journal
Volume10
Issue number4
DOIs
Publication statusPublished - 2007

Keywords

  • corporate branding
  • corporate identity
  • corporate image
  • marketing strategy
  • small to medium-sized enterprises

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