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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.

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: 22 Mar 2017 10:08
URI: https://strathprints.strath.ac.uk/id/eprint/9308
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