Creative Marketing

An Extended Metaphor for Marketing in a New Age

Ian Fillis, Ruth Rentschler

160 pages, parution le 25/11/2005

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Résumé

The art world is full of creativity, yet existing marketing theory continues to prescribe formulaic, stepwise processes for marketing success. In a time of market turbulence, where marketing should be lauded as the saviour for businesses, creative marketing has been overlooked as a legitimate means of supporting small and micro-enterprises in their marketing endeavours. 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.

L'auteur - Ian Fillis

Ian Fillis is Senior Lecturer in Marketing in the Department of Marketing, Faculty of Management at the University of Stirling, Scotland. His main research interests focus on the relationship between marketing, art and creativity, small business marketing, international and export marketing, e-business and supplier development. He has published widely in European, American and Asian journals and has contributed to a number of edited volumes. He is Chair of the Academy of Marketing Special Interest Group in Entrepreneurial and Small Business Marketing, Member of the Academy of Marketing Special Interest Group in Arts and Heritage Marketing and a senior editor of the journal of Research in Marketing and Entrepreneurship.

L'auteur - Ruth Rentschler

Ruth Rentschler is the Executive Director of the Centre for Leisure Management Research at Deakin University, Australia. She is author and editor of a number of books, articles and guest editor of special issues of journals. Her publications include the Cultural and Entertainment Industries Handbook, Shaping Culture and Innovative Arts Marketing and The Entrepreneurial Arts Leader. She is on the editorial board of the Australasian Journal of Arts and Culture and the International Journal of Nonprofit and Voluntary Sector Marketing.

Sommaire

List of Tables
List of Figures
The Authors
Preface
Acknowledgements
An Introduction To Creative Marketing
The Emergence Of Creative Marketing
Eureka! Creativity Research Then And Now
Artistic Biography As Insight Into Creative Marketing
Creativity, Measurement And Myth
Entrepreneurship And The Creation Of New Marketing Metaphors
A Plea For The Diaghilev Principle In Marketing
Notes
References
Index

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Palgrave
Auteur(s)	Ian Fillis, Ruth Rentschler
Parution	25/11/2005
Nb. de pages	160
Format	14 x 22,5
Couverture	Relié
Poids	331g
Intérieur	Noir et Blanc
EAN13	9781403941909