Abstract
The purpose of this book is to examine the concept of creative marketing metaphorically and how it can enable the marketer to establish and maintain competitive advantage in the marketplace. Creative marketing is used as an umbrella term to capture concepts from marketing and creativity. Creative marketing is found in innovative, risk-taking and proactive small firms and micro-enterprises, but is also practised in larger organisations that embrace forward-thinking strategies rather than using formulaic past practices.
Erect no monument. But let the roses
Blossom every year for his memory’s sake.
For it is Orpheus. His metamorphosis
Into this one and that.
R.M. Rilke (translation by C. F. MacIntyre) Sonnets to Orpheus I, 5
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© 2006 Ian Fillis and Ruth Rentschler
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Fillis, I., Rentschler, R. (2006). The Emergence of Creative Marketing. In: Creative Marketing. Palgrave Macmillan, London. https://doi.org/10.1057/9780230502338_2
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DOI: https://doi.org/10.1057/9780230502338_2
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-52108-1
Online ISBN: 978-0-230-50233-8
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