Creative Marketing

Book Name : Creative Marketing_x000D_
An Extended Metaphor for Marketing in a New Age

By by Ian Fillis, Ruth Rentschler

Sub Title : An Extended Metaphor for Marketing in a New Age

Written by : by Ian Fillis, Ruth Rentschler

Subject Category : Academic Business

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about this book

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. Palgrave Macmillan; November 2005 ISBN 9780230502338 Read online, or download in secure PDF format Title: Creative Marketing Author: Ian Fillis; Ruth Rentschler Imprint: Palgrave Macmillan Subject categories Academic Business > Marketing Business and Commerce > Business > Marketing. Distribution of products Professions and Applied Sciences ISBNs 0230502334 9781403941909 9780230502338 About The Author IAN FILLIS is Lecturer in Marketing in the Department of Marketing, Faculty of Management at the University of Stirling, Scotland. His main research interests focus on the relationship between marketing, art and creativity, small business marketing, international and export marketing, e-business and supplier development. He has published widely in European, American and Asian journals and has contributed to a number of edited volumes. He is Chair of the Academy of Marketing Special Interest Group in Entrepreneurial and Small Business Marketing, Member of the Academy of Marketing Special Interest Group in Arts and Heritage Marketing and a Senior Editor of the Journal of Research in Marketing and Entrepreneurship. RUTH RENTSCHLER is the Executive Director of the Centre for Leisure Management Research at Deakin University, Australia. She is author and editor of a number of books, articles and guest editor of special issues of journals. Publications include the Cultural and Entertainment Industries Handbook, Shaping Culture and Innovative Arts Marketing and The Entrepreneurial Arts Leader. She is on the editorial board of the Australasian Journal of Arts and Culture and the International Journal of Nonprofit and Voluntary Sector Marketing.

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Related subjects

Academic Business - Marketing Business and Commerce - Business - Marketing. Distribution of products Professions and Applied Sciences

ISBN

0230502334 - 9781403941909 - 9780230502338

In The Press:

IAN FILLIS is Lecturer in Marketing in the Department of Marketing, Faculty of Management at the University of Stirling, Scotland. His main research interests focus on the relationship between marketing, art and creativity, small business marketing, international and export marketing, e-business and supplier development. He has published widely in European, American and Asian journals and has contributed to a number of edited volumes. He is Chair of the Academy of Marketing Special Interest Group in Entrepreneurial and Small Business Marketing, Member of the Academy of Marketing Special Interest Group in Arts and Heritage Marketing and a Senior Editor of the Journal of Research in Marketing and Entrepreneurship. RUTH RENTSCHLER is the Executive Director of the Centre for Leisure Management Research at Deakin University, Australia. She is author and editor of a number of books, articles and guest editor of special issues of journals. Publications include the Cultural and Entertainment Industries Handbook, Shaping Culture and Innovative Arts Marketing and The Entrepreneurial Arts Leader. She is on the editorial board of the Australasian Journal of Arts and Culture and the International Journal of Nonprofit and Voluntary Sector Marketing.

Imprint

Palgrave Macmillan