Organisational marketing in the creative industries
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 1352-2752
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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.
| Creators(s): |
Powell, Shaun M. and Ennis, Sean  ORCID: https://orcid.org/0000-0002-0607-9632;
| Item type: | Article |
|---|---|
| ID code: | 9308 |
| 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 Unknown Department |
| Depositing user: | Strathprints Administrator |
| Date deposited: | 30 Mar 2010 14:19 |
| Last modified: | 20 Jan 2021 17:57 |
| URI: | https://strathprints.strath.ac.uk/id/eprint/9308 |
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