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.
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.