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The Resource Creative marketing : an extended metaphor for marketing in a new age, Ian Fillis, Ruth Rentschler, (electronic book)

Creative marketing : an extended metaphor for marketing in a new age, Ian Fillis, Ruth Rentschler, (electronic book)

Label
Creative marketing : an extended metaphor for marketing in a new age
Title
Creative marketing
Title remainder
an extended metaphor for marketing in a new age
Statement of responsibility
Ian Fillis, Ruth Rentschler
Creator
Contributor
Subject
Language
eng
Summary
The art world is full of creativity, yet existing marketing theory continues to prescribe formulaic, stepwise processes for marketing success. In a time of market turbulence, where marketing should be lauded as the saviour for businesses, creative marketing has been overlooked as a legitimate means of supporting small and micro-enterprises in their marketing endeavours. 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. This book appeals to those of us who are at least prepared to think unconventionally, at least occasionally, so that our ideas are not merely repetitions and re-workings of pre-existing concepts. To be truly creative in a marketing sense may mean actually listening to what practitioners have to say about marketing theory and to subsequently facilitate, if not derive, a form of marketing that can be utilised by both practitioners and academics alike
Member of
Cataloging source
UK-WkNB
http://library.link/vocab/creatorName
Fillis, Ian
Index
no index present
Literary form
non fiction
http://library.link/vocab/relatedWorkOrContributorDate
1953-
http://library.link/vocab/relatedWorkOrContributorName
Rentschler, Ruth
http://library.link/vocab/subjectName
  • Marketing
  • Creative ability in business
  • Creative thinking
  • Originality
  • Entrepreneurship
Label
Creative marketing : an extended metaphor for marketing in a new age, Ian Fillis, Ruth Rentschler, (electronic book)
Instantiates
Publication
Note
Originally published in: 2005
Bibliography note
Includes bibliographical references (p. 132-157) and index
Contents
PART 1: AN INTRODUCTION TO CREATIVE MARKETING -- The Study -- Book Outline -- PART 2: THE EMERGENCE OF CREATIVE MARKETING -- Development of Marketing Theory and Practice -- Creative Marketing -- The Creative Industries and the Value of Creative Knowledge -- Elements of Creative Marketing -- Six Perspectives on Creative Marketing -- The Need for a Shift in Marketing Thinking -- PART 3: EUREKA! CREATIVITY RESEARCH THEN AND NOW -- Introduction -- What is Creativity? -- How is Creativity Defined? -- The Six Ps of Creativity -- Creativity and Business Planning -- Conclusions -- PART 4: ARTISTIC BIOGRAPHY AS INSIGHT INTO CREATIVE MARKETING -- Development of the Art Metaphor -- Researching Art and Creativity -- The Contribution of Semiotics to Understanding Marketing in Art -- The Artistic Biography as Insight into Creative Marketing -- Biography One: Salvador Dali -- Biography Two: Vincent Van Gogh -- Biography Three: Andy Warhol -- Biography Four: Pablo Picasso -- Conclusions -- PART 5: CREATIVITY, MEASUREMENT AND MYTH -- The Schools of Marketing Research -- Complexity of Measuring the Intangible -- Measuring and Testing Creativity -- Why is Creativity of Interest to Marketing Management? -- Truth is a Number -- Approaches to Measuring and Testing Creativity -- Conclusions -- PART 6: ENTREPRENEURSHIP AND THE CREATION OF NEW MARKETING METAPHORS -- Historical Roots of Creativity in Marketing -- Marketing as Passion -- Marketing as Jazz improvisation -- Marketing as Ideopolis -- Advertising Creativity -- Creativity and Product Development -- Creating an Entrepreneurial Future in Marketing -- Creativity, Intuition and Marketing Segmentation -- Creativity Training and Testing in Marketing -- Creativity and Competitive Advantage -- Creative Business: Leadership and Competencies -- Conclusions -- PART 8: A PLEA FOR THE DIAGHILEV PRINCIPLE IN MARKETING -- The Diaghilev Principle -- The Emergence of the Creative Marketing Paradigm -- Conceptualising the Creative Marketing Paradigm -- The' Kantian Turn' -- Re-modelling Creativity -- Beyond the 6Ps Definitions of Creativity: Creativity as Conceptual Space -- Creativity and the Manifesto -- The Creative Marketing Manifesto -- Implementation of Creative Marketing
Control code
9780230502338
Extent
1 online resource (174 p.)
Form of item
electronic
Governing access note
Users can print and/or download individual articles/chapters and other individual items from Palgrave Connect ebooks, limited to no more than one chapter per title per authorised user
Isbn
9780230502338
Other physical details
digital, PDF file(s)
Specific material designation
unspecified
Label
Creative marketing : an extended metaphor for marketing in a new age, Ian Fillis, Ruth Rentschler, (electronic book)
Publication
Note
Originally published in: 2005
Bibliography note
Includes bibliographical references (p. 132-157) and index
Contents
PART 1: AN INTRODUCTION TO CREATIVE MARKETING -- The Study -- Book Outline -- PART 2: THE EMERGENCE OF CREATIVE MARKETING -- Development of Marketing Theory and Practice -- Creative Marketing -- The Creative Industries and the Value of Creative Knowledge -- Elements of Creative Marketing -- Six Perspectives on Creative Marketing -- The Need for a Shift in Marketing Thinking -- PART 3: EUREKA! CREATIVITY RESEARCH THEN AND NOW -- Introduction -- What is Creativity? -- How is Creativity Defined? -- The Six Ps of Creativity -- Creativity and Business Planning -- Conclusions -- PART 4: ARTISTIC BIOGRAPHY AS INSIGHT INTO CREATIVE MARKETING -- Development of the Art Metaphor -- Researching Art and Creativity -- The Contribution of Semiotics to Understanding Marketing in Art -- The Artistic Biography as Insight into Creative Marketing -- Biography One: Salvador Dali -- Biography Two: Vincent Van Gogh -- Biography Three: Andy Warhol -- Biography Four: Pablo Picasso -- Conclusions -- PART 5: CREATIVITY, MEASUREMENT AND MYTH -- The Schools of Marketing Research -- Complexity of Measuring the Intangible -- Measuring and Testing Creativity -- Why is Creativity of Interest to Marketing Management? -- Truth is a Number -- Approaches to Measuring and Testing Creativity -- Conclusions -- PART 6: ENTREPRENEURSHIP AND THE CREATION OF NEW MARKETING METAPHORS -- Historical Roots of Creativity in Marketing -- Marketing as Passion -- Marketing as Jazz improvisation -- Marketing as Ideopolis -- Advertising Creativity -- Creativity and Product Development -- Creating an Entrepreneurial Future in Marketing -- Creativity, Intuition and Marketing Segmentation -- Creativity Training and Testing in Marketing -- Creativity and Competitive Advantage -- Creative Business: Leadership and Competencies -- Conclusions -- PART 8: A PLEA FOR THE DIAGHILEV PRINCIPLE IN MARKETING -- The Diaghilev Principle -- The Emergence of the Creative Marketing Paradigm -- Conceptualising the Creative Marketing Paradigm -- The' Kantian Turn' -- Re-modelling Creativity -- Beyond the 6Ps Definitions of Creativity: Creativity as Conceptual Space -- Creativity and the Manifesto -- The Creative Marketing Manifesto -- Implementation of Creative Marketing
Control code
9780230502338
Extent
1 online resource (174 p.)
Form of item
electronic
Governing access note
Users can print and/or download individual articles/chapters and other individual items from Palgrave Connect ebooks, limited to no more than one chapter per title per authorised user
Isbn
9780230502338
Other physical details
digital, PDF file(s)
Specific material designation
unspecified

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