Liao, C.-T. Liang, Chang, & C. Liang: DOI: 10.18536/jge.2017.04.02.01.05
Liao, K.-H., Liang, C.-T., Chang, W.-S., & Liang, C. (2017). Marketing imagination: A qualitative inquiry. Journal of Genius and Eminence, 2(1), 45-57. http://dx.doi.org/10.18536/jge.2017.04.02.01.05
Marketing Imagination: A Qualitative Inquiry
Lunghwa University of Science and Technology
National Yunlin University of Science and Technology
National Taiwan University
Although imagination has been perceived as one of the most valuable assets for marketing practices, extant studies on marketing imagination are sparse. The present study explored the indicators, roots, and cultivation of marketer imaginative capacity among 12 eminent copywriters in Taiwan. Analysis of interviews revealed 10 indicators of copywriter imaginative capacity. Five roots and seven methods of cultivating marketing imagination were discovered. Personality trait was identified as the most crucial root for marketing imagination, followed by non-work experience, work experience, professional conduct, and empathy. Furthermore, observing and listening, monitoring processes, and developing market insights emerged as the three most crucial methods for cultivating marketing imagination, followed by nurturing broad interests, evaluating outcomes, reading and learning, and comparing and benchmarking. The present study provides a heuristic understanding of how eminent copywriter imaginative capacity can be assessed using the proposed set of indicators. It also explicates that the reputation of marketing practice these copywriters have built is largely based on their imaginative capacities, which has distinct roots and undergoes continual cultivation.