© 2006

Creative Marketing

An Extended Metaphor for Marketing in a New Age

  • Authors

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


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.


Advertising marketing marketing management product development

About the authors

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.

Bibliographic information

  • Book Title Creative Marketing
  • Book Subtitle An Extended Metaphor for Marketing in a New Age
  • Authors I. Fillis
    R. Rentschler
  • DOI
  • Copyright Information Palgrave Macmillan, a division of Macmillan Publishers Limited 2006
  • Publisher Name Palgrave Macmillan, London
  • eBook Packages Palgrave Business & Management Collection Business and Management (R0)
  • Hardcover ISBN 978-1-4039-4190-9
  • Softcover ISBN 978-1-349-52108-1
  • eBook ISBN 978-0-230-50233-8
  • Edition Number 1
  • Number of Pages XI, 161
  • Number of Illustrations 0 b/w illustrations, 0 illustrations in colour
  • Topics Marketing
  • Buy this book on publisher's site
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