Organisational marketing in the creative industries

Shaun M. Powell; Sean Ennis

doi:10.1108/13522750710819711

Organisational marketing in the creative industries

Shaun M. Powell, Sean Ennis

Marketing

Research output: Contribution to journal › Article › peer-review

20 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 language	English
Pages (from-to)	375-389
Number of pages	14
Journal	Qualitative Market Research: An International Journal
Volume	10
Issue number	4
DOIs	https://doi.org/10.1108/13522750710819711
Publication status	Published - 2007

Keywords

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

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10.1108/13522750710819711

Cite this

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title = "Organisational marketing in the creative industries",

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.",

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KW - corporate image

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DO - 10.1108/13522750710819711

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Organisational marketing in the creative industries

Abstract

Keywords

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