Creative marketing for IT firms: academic perspective

The Digital Institutional Repository of IIM Bangalore

Please use this identifier to cite or link to this item: https://repository.iimb.ac.in/handle/2074/12490

DC Field	Value	Language
dc.contributor.author	Moorthi, Y L R
dc.date.accessioned	2020-06-17T14:22:04Z	-
dc.date.available	2020-06-17T14:22:04Z	-
dc.date.issued	2008
dc.identifier.issn	0970-3896
dc.identifier.uri	https://repository.iimb.ac.in/handle/2074/12490	-
dc.description.abstract	Creative marketing is the application of innovative thinking to marketing problems. It is particularly important in IT where the markets change rapidly. This article presents the sequential implementation of creative marketing in IT under four themes. These are 1) creativity 2) nurturing 3) organising and 4) delivery. Each of the themes is further split into sub-themes and described in some detail. The conclusions for each theme are summed up separately in tables. The literature review does not always seem to agree with the commonsensical view of managing the process of creative marketing.
dc.publisher	Indian Institute of Management Bangalore
dc.subject	Marketing of information technology
dc.subject	Marketing strategy
dc.subject	Technological innovations
dc.subject	Business enterprises
dc.subject	Marketing
dc.subject	Marketing Consulting Services
dc.subject	Academic accommodations
dc.title	Creative marketing for IT firms: academic perspective
dc.type	Journal Article
dc.pages	94-100p.
dc.vol.no	Vol.20	-
dc.issue.no	Iss.1	-
dc.journal.name	IIMB Management Review
Appears in Collections:	2000-2009

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