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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Official URL: http://dx.doi.org/10.1108/13522750710819711

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.

ORCID iDs

Powell, Shaun M. and Ennis, Sean

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Item metadata

Item type:	Article
ID code:	9308
Dates:	Date Event 2007 Published
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:	29 Jan 2021 04:34
URI:	https://strathprints.strath.ac.uk/id/eprint/9308

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