Creativity and Marketing


The Fuel for Success, Edited book; Manfiest of interest deadline 1 Mar 2020

Creativity and Marketing: The Fuel for Success

To date, marketing is about constantly innovating and utilizing creative solutions to deliver successful strategies. Indeed, the importance of managing new and creative approaches to marketing and appraise the relative role and value in the marketing development would secure the longevity of an organization and its brands. However, it goes beyond the development and marketing of new products. Thus, also this discipline requires new visions, artistic talents, innovative messages and channels, etc. In spite of much discussion about creativity and innovation (Beverland, Micheli, and Farrelly, 2016; Christensen et al., 2017; Coelho, Augusto and Lages, 2011; Hemonnet-Goujot et al., 2019; Merlo et al., 2006; Reinartz and Saffert , 2013; Titus, 2018), few marketers might demonstrate a remarkable ability to respond creatively and cope with the marketing uncertainties. For this reason, there is a need for a strong piece of work collecting and synthetizing the actual fragmented contributions, from the creativity in strategic marketing planning and marketing mix, to the creativity in store design and consumers’ salesperson relationships, from the creativity in the brand management and communication, to the creativity of artificial intelligence in new product development. The aim of this book is to combine these contributions in a way that is accessible for academic researchers, students who want to understand creativity as part of their expertise in marketing (including branding and communication, retailing and store design, and new product development), and for practitioners who are experiencing the need of new creative approaches to the marketing strategies.

This book is designed to strengthen the overall understanding of the creative opportunities in marketing. In particular, it encourages readers to adopt future-facing, creative approach to marketing management. The book provides a strong collection of theories, empirical evidence, and case study applications synthesizing the emerging studies on the creativity for marketing management in an accessible way. Seeking to understand how marketers might take advantage of creativity principles, we recommend this book that proposes empirical and theoretical contributions, and case studies that contribute with new and provocative solutions.

The book will consist of four sections, each of one will include at least 3 chapters as it follows:

Section 1: Creativity in strategic marketing planning

This section will include also chapters in pricing strategies, consumer behavior, brand management and communication

Section 2: Creativity in marketing channels

This section will include also chapters in retailing (either online and offline) and new store design

Section 3: Creativity in new product development

This section will also include also chapters on the use of AI in new product development

Section 4: Future challenges and opportunities for marketing

This section will also include chapters on how creativity can be taught to marketing students, as well as on emerging topics as social media marketing and sustainability.

If you are interested in proposing a chapter to one (or more) sections, please, send a short outline (500 words maximum) of the chapter/s to

The book would include 14 chapters of about 6,000 (a template will be provided after the manifest of


  • Manifest of interest (short outline of the chapter): March, 1, 2020
  • Full chapter submission: June, 1, 2020
  • Reviewers response: July, 15, 2020
  • Final submission: October, 1, 2020
  • Book submission to publisher for publication: December, 20, 2020


Beverland, M.B., Micheli, P., Farrelly, F.J. (2016). Resourceful sensemaking: overcoming barriers between marketing and design in NPD. Journal of Product Innovtion Management, 33(5), 628-648.

Christensen K., Noeskov S., Frederiksen L. and Scholderer J. (2017). In search of new product ideas: identifying ideas in online communities by machine learning and text mining. Creativity and Innovation Management, 26(1), 17-30.

Coelho F., Augusto M., and Lages L.F. (2011). Contextual factors and the creativity of frontline employees: the mediating effects of role stress and intrinsic motivation. Journal of Retailing, 87(1), 31-45.

Hemonnet-Goujot A., Manceau D., and Abecassis-Moedas C. (2019). Drivers and pathways of NPD success in the marketing-external design relationship. Journal of Product Innovation Management, 36(2), 196-223.

Merlo O., Bell S.J., Mnguc B., and Whitwell G.J. (2006). Social capital, customer service orientation and creativity in retail stores. Journal of Business Research, 59, 1214-1221.

Reinartz W., Saffert P. (2013). Creativity in advertising: when it works and when it doesn’t. Harvard Business Review, 6, 1-12.

Titus P.A. (2018). Exploring creative marketing thoughts: divergent ideation process and outcomes. Psychology and Marketing,35, 237-248.


Dr Eleonora Pantano
Senior Lecturer in Marketing, School of Management, University of Bristol
Personal website: