Marketing Creativity

Marketing seems to be inherently creative as outputs of all marketing activities are “created” by marketing professionals. In reality not all marketing activities and their concomitant outputs are creative. Some are actually mediocre “creations” based on textbook marketing knowledge. With increasingly intense competition in the business world, marketing creativity is demanded for generating an impressive marketing campaign that can outperform those of competitors. Apparently the academic community has not been able to keep pace with this demand as there has been insufficient research in this niche area. This chapter aims at addressing this research gap by exploring the different types and potential dimensions of marketing creativity. Future research agenda will be proposed and a number of suggestions for practitioners wishing to embrace marketing creativity will also be made.