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3
Publications
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Introduction
My research focuses on creativity and innovation in marketing communications in the digital marketing era. The approach is social constructivism, and the perspective remains holistic while exploring the details.
Current institution
Education
April 2017 - January 2020
August 1984 - May 1988
Publications
Publications (3)
In the age of integrated marketing communication the brand identity is managed by a multitude of specialist agencies necessary for complex omnichannel presence, and new independent content creators have unprecedented power through digital distribution. Online influencer marketing is now at the core of fashion and luxury brand management. Content cr...
Whereas the need to optimize and coordinate digital marketing communications across multiple channels has been given much attention in recent decades, its integration with creativity has not. For trendsetting fashion and luxury brands, radical creativity is frequently at the core of their brand as well as their marketing communications. Marketing m...
