Powell, Shaun M. and Ennis, Sean (2007) Organisational marketing in the creative industries. Qualitative Market Research: An International Journal, 10 (4). pp. 375-389. ISSN 1352-2752Full text not available in this repository. (Request a copy from the Strathclyde author)
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.
|Keywords:||corporate branding, corporate identity, corporate image, marketing strategy, small to medium-sized enterprises, Marketing. Distribution of products, Marketing|
|Subjects:||Social Sciences > Commerce > Marketing. Distribution of products|
|Department:||Strathclyde Business School > Marketing
|Depositing user:||Strathprints Administrator|
|Date Deposited:||30 Mar 2010 14:19|
|Last modified:||06 Jan 2017 06:35|