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Methods for Stimulating Creativity and Innovation in Marketing


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1 FORE School of Management, New Delhi, India
     

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Creativity and Innovation are integral to marketing, to enhance competitiveness and bring about product innovation. One finds creativity in advertising and in new product development. Creativity is important both for day-to-day marketing decision making and for judgement of creative marketing work like advertising campaigns and other forms of integrated marketing communications. This paper will explore the concepts of creativity and innovation, look at creativity in marketing, understand the barriers and opportunities to creativity and innovation and look at some of the existing practices. Primary research of corporate executives has been undertaken. Organizations need to set up processes to bring about product innovation and development of new products. Marketing professionals need to strengthen their creative and innovative skills to be able to compete in today’s dynamic market. This paper will identify strategies that will stimulate creativity and innovation amongst marketing professionals in India.

Keywords

Creativity, Innovation, Advertising, New Products, Advertising.
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  • Methods for Stimulating Creativity and Innovation in Marketing

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Authors

Freda Swaminathan
FORE School of Management, New Delhi, India

Abstract


Creativity and Innovation are integral to marketing, to enhance competitiveness and bring about product innovation. One finds creativity in advertising and in new product development. Creativity is important both for day-to-day marketing decision making and for judgement of creative marketing work like advertising campaigns and other forms of integrated marketing communications. This paper will explore the concepts of creativity and innovation, look at creativity in marketing, understand the barriers and opportunities to creativity and innovation and look at some of the existing practices. Primary research of corporate executives has been undertaken. Organizations need to set up processes to bring about product innovation and development of new products. Marketing professionals need to strengthen their creative and innovative skills to be able to compete in today’s dynamic market. This paper will identify strategies that will stimulate creativity and innovation amongst marketing professionals in India.

Keywords


Creativity, Innovation, Advertising, New Products, Advertising.

References