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Creative marketing : an extended metaphor for marketing in a new age

Author: Ian Fillis; Ruth Rentschler
Publisher: New York ; Basingstoke : Palgrave Macmillan, 2006.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"Creative Marketing challenges mainstream marketing thinking and draws from a diverse range of disciplines in order to inspire entrepreneurial thinking and practice among those marketers who wish to push the boundaries of knowledge."--BOOK JACKET.
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Document Type: Book
All Authors / Contributors: Ian Fillis; Ruth Rentschler
ISBN: 1403941904 9781403941909
OCLC Number: 63693576
Description: xi, 161 pages ; 22 cm
Contents: Ch. 1. An introduction to creative marketing --
Ch. 2. The emergence of creative marketing --
Ch. 3. Eureka! : creativity research then and now --
Ch. 4. Artistic biography as insight into creative marketing --
Ch. 5. Creativity, measurement and myth --
Ch. 6. Entrepreneurship and the creation of new marketing metaphors --
Ch. 7. A plea for the Diaghilev principle in marketing.
Responsibility: Ian Fillis and Ruth Rentschler.
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Abstract:

Creative Marketing has been written in response to the continued failure to address the theory/practice gap in marketing management. The art world is full of creativity, yet existing marketing theory  Read more...

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