List of Figures ix List of Tables xi...

List of Figures	ix
List of Tables	xi
Contributor Biographies	xiii
List of Contributors	xix
Acknowledgements	xxi
Preface	xxiii
Section I: Creativity in Marketing Management
Chapter 1: Creative Marketing and the Clothes Swapping Phenomenon
Claudia E. Henninger	3
Chapter 2: Promoting Within Sport: An Exploration of Creativity in Traditional, Extreme and Esports Contexts
Luke Devereux, Francesco Raggiotto, Daniele Scarpi and Andrea Moretti	19
Chapter 3: Creativity, Interactive Marketing and Communication in Italian Jewellery Districts
Clara Bassano and Paolo Piciocchi	33
Chapter 4: Getting Creative with Sustainability Communication in the Beauty Industry: Exploring On-pack Practices and Consumers’ Perceptions
Panayiota Alevizou	51
Section II: Creativity, Design Thinking and Innovation
Chapter 5: Design Thinking – Interactively Co-creating Innovative Products That Fit the Market
Christine Falkenreck	69
Chapter 6: Using Design Thinking to Drive Human-centred Innovation in Marketing
Stacy Landreth Grau	85
Chapter 7: Can Artificial Intelligent Systems Be Creative? A Preliminary Study in the New Product Development Process for New Drinks
Francesca Serravalle and Eleonora Pantano	101
Section III: Creativity Challenges and Opportunities for Marketing
Chapter 8: Viral versus Virtuous – How Creative Drive for Buzz Can Also Drive Reputational Damage
Raffaello Rossi and Agnes Nairn	119
Chapter 9: Creative Art-based Initiatives Enabling Value Co-creation in the Luxury Fashion Industry
Huiru Yang, Delia Vazquez and Marta Blazquez	133
Chapter 10: When Fake Becomes Real: The Innovative Case of Artificial Influencers
Carsten Baumgarth, Alexandra Kirkby and Cosima Kaibel	149
Chapter 11: Capturing Marketing Academics’ Conceptions of Creativity: Teaching Practices and Challenges in Greek Higher Education
Paschalia Patsala, Constantinos-Vasilios Priporas, Maria Michali and Irene Kamenidou	169
Index	187

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