Creative Marketing

1. Front Matter

   Pages i-xi

   PDF

2. An Introduction to Creative Marketing

   • Ian Fillis, Ruth Rentschler

   Pages 1-6

3. The Emergence of Creative Marketing

   • Ian Fillis, Ruth Rentschler

   Pages 7-25

4. Eureka! Creativity Research Then and Now

   • Ian Fillis, Ruth Rentschler

   Pages 26-48

5. Artistic Biography as Insight into Creative Marketing

   • Ian Fillis, Ruth Rentschler

   Pages 49-71

6. Creativity, Measurement and Myth

   • Ian Fillis, Ruth Rentschler

   Pages 72-88

7. Entrepreneurship and the Creation of New Marketing Metaphors

   • Ian Fillis, Ruth Rentschler

   Pages 89-111

8. A Plea for the Diaghilev Principle in Marketing

   • Ian Fillis, Ruth Rentschler

   Pages 112-131

9. Back Matter

   Pages 132-161

   PDF

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

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.

Policies and ethics