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Creative Marketing

An Extended Metaphor for Marketing in a New Age

  • Authors
  • Ian¬†Fillis
  • Ruth¬†Rentschler
Book

Table of contents

  1. Front Matter
    Pages i-xi
  2. Ian Fillis, Ruth Rentschler
    Pages 1-6
  3. Ian Fillis, Ruth Rentschler
    Pages 7-25
  4. Ian Fillis, Ruth Rentschler
    Pages 26-48
  5. Ian Fillis, Ruth Rentschler
    Pages 49-71
  6. Ian Fillis, Ruth Rentschler
    Pages 72-88
  7. Ian Fillis, Ruth Rentschler
    Pages 89-111
  8. Ian Fillis, Ruth Rentschler
    Pages 112-131
  9. Back Matter
    Pages 132-161

About this book

Introduction

Creative Marketing has been written in response to the continued failure to address the theory/practice gap in marketing management. The art world is full of creativity, yet existing marketing theory continues to prescribe formulaic, stepwise processes for marketing success. Rather than perpetuating the belief in the value of traditional marketing frameworks, this book draws on a diverse range of disciplines to inspire entrepreneurial thinking and practice among those marketers who wish to push the boundaries of knowledge and convention. Creative Marketing gets back to how best to support individuals as well as small, medium and micro-enterprises through new marketing approaches.

Keywords

Advertising marketing marketing management product development

Bibliographic information

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