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Purpose – The purpose of this paper is to study examples of emerging marketing trends like word‐of‐mouth and viral marketing, and attempt to determine their measurability in terms of return on investment (ROI). Design/methodology/approach – The study examines real life campaigns from...
Purpose – The purpose of this paper is to provide a perspective on how new interactive media trends affect the creative process in agencies and engage consumers as co‐creators, based on recently published research and observation. Design/methodology/approach – Interviews, participant...
Purpose – Management within the creative industries can face many challenges, some of which may be unique to these forms of organisations. The perceptions and actions of the creative employees, consumers and clients, can impact directly on the overall creative output and end product. This paper...
Purpose – The purpose of this paper is to explore the role of and the management of creative individuals in organizations. Design/methodology/approach – The paper integrates concepts including a range of recently published (1995‐2006) theoretical works in the creative culture, creativity,...
Purpose – Illegal downloading of music has become an inexorable and rampant activity particularly among college students who have been little deterred by industry legal actions. The purpose of this research is to examine the present state of downloading and how ethical orientation and attitudes...
Purpose – Research on fairly‐traded products has shown that changing consumers' attitudes may not be the best strategy to bring consumers to purchase these products. The objective of this study is to examine a different, non‐cognitive approach based on the utilization of behavioral...
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