The paper investigates creativity management in the age of data-driven marketing communication. It provides a model for agencies to improve their distribution and valuation of creativity.

Managing creativity in the age of data-driven marketing communication: a model for agencies to improve their distribution and valuation of creativity / Annette Kallevig; Wilson Ozuem; Michelle Willis; Silvia Ranfagni; Serena Rovai. - In: JOURNAL OF ADVERTISING RESEARCH. - ISSN 0021-8499. - ELETTRONICO. - (2022), pp. in press-in press.

Managing creativity in the age of data-driven marketing communication: a model for agencies to improve their distribution and valuation of creativity

Silvia Ranfagni
Membro del Collaboration Group
;
2022

Abstract

The paper investigates creativity management in the age of data-driven marketing communication. It provides a model for agencies to improve their distribution and valuation of creativity.
2022
in press
in press
Annette Kallevig; Wilson Ozuem; Michelle Willis; Silvia Ranfagni; Serena Rovai
File in questo prodotto:
Non ci sono file associati a questo prodotto.

I documenti in FLORE sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificatore per citare o creare un link a questa risorsa: https://hdl.handle.net/2158/1285907
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 2
  • ???jsp.display-item.citation.isi??? ND
social impact