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

Fillis, Ian and Rentschler, Ruth 2006, Creative marketing : an extended metaphor for marketing in a new age Palgrave Macmillan, New York, N.Y..

Document type:	Book
Collection:	School of Management and Marketing

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Title	Creative marketing : an extended metaphor for marketing in a new age
Author(s)	Fillis, Ian Rentschler, Ruth
Publication date	2006
Total pages	xi, 161
Publisher	Palgrave Macmillan
Place of Publication	New York, N.Y.
Keyword(s)	marketing creative ability in business creative thinking originality entrepreneurship
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.
Notes	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.
ISBN	1403941904 9781403941909
Language	eng
Field of Research	150599 Marketing not elsewhere classified
HERDC Research category	A1 Books - authored - research
Copyright notice	©2006, Palgrave Macmillan
Persistent URL	http://hdl.handle.net/10536/DRO/DU:30008244

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