Using creativity to achieve an entrepreneurial future for arts marketing

Fillis, Ian and Rentschler, Ruth 2005, Using creativity to achieve an entrepreneurial future for arts marketing, International journal of nonprofit and voluntary sector marketing, vol. 10, no. 4, pp. 275-287, doi: 10.1002/nvsm.26.

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Title Using creativity to achieve an entrepreneurial future for arts marketing
Author(s) Fillis, Ian
Rentschler, Ruth
Journal name International journal of nonprofit and voluntary sector marketing
Volume number 10
Issue number 4
Start page 275
End page 287
Publisher Wiley Interscience
Place of publication Malden, MA.
Publication date 2005-11
ISSN 1465-4520
Keyword(s) creativity
Summary The marketing concept fails to explain marketing behaviour of small firms. Similar comments are now being made of large firms. This gap between theory and practice is even more significant in non-profit and arts organisations where sector specific philosophies often determine how marketing is embraced, with its underlying notions of the customer and profitability. Many of these organisations must overcome severe resource constraints by thinking creatively. This paper investigates the relationship between art, marketing, entrepreneurship and creativity in order to reach a clearer understanding of how creativity can assist both the arts organisation and those involved in researching the sector. There have been increasing calls within the academic marketing community to instil a creative philosophy within the research process. This call has not resulted in much research on the phenomenon within marketing, and certainly not from a nonprofit perspective. This paper discusses creativity as a concept drawing on a diverse range of literatures outside the management discipline. The link between creativity, marketing, entrepreneurship and art is analysed. Justification of the incorporation of creativity in the research process is presented for practitioners and theorists in marketing and the arts, so that they can learn from each others' disciplines. Implications for future research are presented, where creativity is viewed as the centre of a non-linear, free thinking understanding of artistic truth.
Language eng
DOI 10.1002/nvsm.26
Field of Research 150606 Tourist Behaviour and Visitor Experience
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2005, John Wiley & Sons
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Document type: Journal Article
Collections: Faculty of Business and Law
School of Management and Marketing
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