Deakin University
Browse

File(s) under permanent embargo

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

book
posted on 2006-01-01, 00:00 authored by I Fillis, Ruth Rentschler
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.

History

Pagination

1 - 161

Publisher

Palgrave Macmillan

Place of publication

New York, N.Y.

ISBN-13

9781403941909

ISBN-10

1403941904

Language

eng

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.

Publication classification

A1 Books - authored - research

Copyright notice

2006, Palgrave Macmillan

Usage metrics

    Research Publications

    Categories

    No categories selected

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC