Creativity and Marketing: The Fuel for Success presents a diverse collection of theoretical analysis, real world evidence, and case study applications to synthesize emerging studies on how creativity is important for marketing success.

Section 1. Creativity in marketing management Chapter 1. Creative marketing and the clothes swapping phenomenon; Claudia Henninger  Chapter 2. Promoting within sport: An exploration of creativity in traditional, extreme and esports contexts; Luke Devereux, Francesco Raggiotto, Daniele Scarpi, and Andrea Moretti  Chapter 3. Creativity, Interactive Marketing & Communication in Italian Jewellery Districts; Clara Bassano and Paolo Piciocchi  Chapter 4. Getting Creative with Sustainability Communication in the Beauty Industry: Exploring on-pack practices and consumers’ perceptions; Panayiota Alevizou  Section 2. Creativity, design thinking and innovation  Chapter 5. Design Thinking—Interactively co-creating innovative products that fit the market; Christine Falkenreck  Chapter 6. Using design thinking to drive human centered innovation in marketing; Stacy Landreth Grau  Chapter 7. Can artificial intelligent systems be creative? A preliminary study in the new product development process for new drinks; Francesca Serravalle and Eleonora Pantano  Section 3. Creativity challenges and opportunities for marketing  Chapter 8. Viral VS virtuous- how creative drive for buzz can also drive reputational damage; Raffaello Rossi and Agnes Nairn  Chapter 9. Creative Art-based Initiatives Enabled Value Co-creation in the Luxury Fashion Industry; Huiru Yang, Delia Vazquez, and Marta Blazquez  Chapter 10. When fake becomes real: the innovative case of artificial influencers; Carsten Baumgarth, Alexandra Kirkby, and Cosima Kaibel  Chapter 11. Capturing marketing academics’ conceptions of creativity: teaching practices and challenges in Greek Higher Education; Paschalia Patsala, Constantinos-Vasilios Priporas, Maria Michali, and Irene Kamenidou