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..

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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

Document type: Book
Collection: School of Management and Marketing
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