Creative marketing : an extended metaphor for marketing in a new age
book
posted on 2006-01-01, 00:00authored byI 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.