The Creative Marketer : Published in Association with the Chartered Institute of Marketing

A no-nonsense guide to creativity and innovation in marketing management for busy practitioners. The book introduces the concepts of creative activity in organizations, involves the reader by continuous self assessment and incorporates clear diagrams to illustrate points.


A no-nonsense guide to creativity and innovation in marketing management for busy practitioners. The book introduces the concepts of creative activity in organizations, involves the reader by continuous self assessment and incorporates clear diagrams to illustrate points. Key features: *simple and personal style *practical examples *relevant *motivating *well illustrated *self assessment checklists. Marjaro sees creativity as an aid to problem solving and innovation as the creative solution itself. Following a general introduction to the concepts of creativity and innovation, the reader is invited to complete a comparative audit of creativity between functional areas in his/her organisation. Subsequent sections on creative climates, creative people, techniques of creativity and screening all incorporate self assessment exercises. The book takes the reader through a learning process about creativity culminating in a discussion of innovative solutions to problems. Simon Majaro is Visiting Professor of Marketing Strategy at Cranfield School of Management. He is Managing Partner of a firm of management consultants and Director of Strategic Management Learning. His other books include The Creative Gap, International Marketing - A Strategic Approach to World Markets, and Marketing in Perspective and co-author of Strategy Search '..Simon Majaro has produced an imaginative text, developing what is in effect a workbook designed to start with a creativity audit within the reader's organization.' - Books for MBAs, April 1996

questionnaires throughout - to help you assess both your own and corporate creativity
action plans and checklists throughout
10 characteristics that distinguish naturally creative people - and how to develop these qualities

Professor Simon Majaro is one of Europe's leading authorities in the field of managing creativity and innovation. As the Co-Director of the Cranfield Centre for Creativity at the Cranfield School of Management he has had an opportunity to audit the creativity and innovation of a large number of multinational companies. He is also a Director of Strategic Management Learning - organisers of Strategy Search Workshops for top management. In that capacity has had considerable influence on the strategic direction of many companies throughout the world. Previously Managing Director of an EU Unilever company and also Head of the Marketing Department at UMI - the Geneva Based Business School (now IMD in Lausanne). Published a number of books in the field of International Marketing, Strategy and the Management of Creativity. Contributes to conferences and seminars throughout the world.