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

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

Ennis, Sean ORCID: https://orcid.org/0000-0002-0607-9632

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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