Further Reading

It's about success

Creativity's effect on business

Andrews, J. and Smith, D. (1996), ‘In Search of the Marketing Imagination: Factors Affecting the Creativity of Marketing Programs for Mature Products’, Journal of Marketing Research, Vol. 33, May, 174–187.

Balachander, S. and Ghose, S. (2003), ‘Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions’, Journal of Marketing, Vol. 67, January, 4–13.

Buzzel, R. and Gale, B. (1987), The PIMS Principles: Linking Strategy to Performance, The Free Press.

Chandy, R. K., Prabhu, J. C. and Antia, K. D. (2003), ‘What Will the Future Bring? Dominance, Technology Expectations and Radical Innovation’, Journal of Marketing, Vol. 67, No. 2.

Chaudhuri, A. and Holbrook, M. B. (2002), ‘Product Class-Effects on Brand Commitment and Brand Outcomes: The Role of Brand Trust and Brand Affect’, Journal of Brand Management, Vol. 10, No. 1, 33–58.

Dahlén, M., Lange, F. and Smith, T. (2008), Marketing Communications, John Wiley & Sons, Ltd, Chichester.

Dahlén, M., Rosengren, S. and Törn, F. (2008), ‘The Waste in Advertising Creativity is the Part that Matters’, Journal of Advertising Research.

McAlister, L., Srinivasan, R. and Kim, M. (2007), ‘Advertising Research and Development, and the Systematic Risk of the Firm’, Journal of Marketing, Vol. 71, January, 35–48.

Pauwels, K., Silva-Risso, J., Srinivasan, S. and Hanssens, D. M. (2004), ‘New Products, Sales Promotions, and Firm Value: The Case of the Automobile Industry’, Journal ...

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