Creative Marketing Insight for Practitioners and Researchers in the Profit and Non-Profit Sectors,9781403941909

Creative Marketing Insight for Practitioners and Researchers in the Profit and Non-Profit Sectors

by ;
ISBN13: 9781403941909
ISBN10: 1403941904
Format: Hardcover
Pub. Date: 2005-12-17
Publisher(s): Palgrave Macmillan
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Summary

Much marketing practice is inherently creative but marketing theory is often deemed irrelevant by managers in today's marketplace. 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.

Author Biography

Ian Fillis is Lecturer in Marketing in the Department of Marketing, Faculty of Management at the University of Stirling, Scotland. Ruth Rentschler is the Acting Executive Director, Centre for Leisure Management Research, Director of the Arts and Entertainment Management program and Associate Head of School, in the Bowater School of Management & Marketing at Deakin University, Melbourne, Australia.

Table of Contents

List of Tables vii
List of Figures viii
The Authors ix
Preface x
Acknowledgements xi
Chapter 1 An Introduction to Creative Marketing 1(6)
The study
5(1)
Book outline
5(2)
Chapter 2 The Emergence of Creative Marketing 7(19)
Development of marketing theory and practice
8(5)
Creative marketing
13(1)
The creative industries and the value of creative knowledge
14(2)
Elements of creative marketing
16(1)
Six perspectives on creative marketing
17(6)
The need for a shift in marketing thinking
23(1)
Conclusions
23(3)
Chapter 3 Eureka! Creativity Research Then and Now 26(23)
Introduction
26(1)
What is creativity?
26(2)
How is creativity defined?
28(1)
The six Ps of creativity
29(15)
Creativity and business planning
44(2)
Conclusions
46(3)
Chapter 4 Artistic Biography as Insight into 49(23)
Creative Marketing Development of the art metaphor
49(5)
Researching art and creativity
54(2)
The contribution of semiotics to understanding marketing in art
56(3)
The artistic biography as insight into creative marketing
59(1)
Biography one: Salvador Dali
60(1)
Biography two: Vincent Van Gogh
61(3)
Biography three: Andy Warhol
64(3)
Biography four: Pablo Picasso
67(4)
Conclusions
71(1)
Chapter 5 Creativity, Measurement and Myth 72(17)
The schools of marketing research
72(7)
Complexity of measuring the intangible
79(1)
Measuring and testing creativity
80(3)
Why is creativity of interest to marketing management?
83(1)
Truth is a number
84(1)
Approaches to measuring and testing creativity
84(3)
Conclusions
87(2)
Chapter 6 Entrepreneurship and the Creation of New Marketing Metaphors 89(23)
Historical roots of creativity in marketing
90(2)
Marketing as passion
92(2)
Marketing as jazz improvisation
94(1)
Marketing as ideopolis
94(1)
Advertising creativity
95(3)
Creativity and product development
98(5)
Creating an entrepreneurial future in marketing
103(3)
Creativity, intuition and marketing segmentation
106(1)
Creativity training and testing in marketing
107(1)
Creativity and competitive advantage
108(1)
Creative business: leadership and competencies
109(1)
Creativity and intuition in business
110(1)
Conclusions
111(1)
Chapter 7 A Plea for the Diaghilev Principle in Marketing 112(20)
The Diaghilev principle
112(1)
The emergence of the creative marketing paradigm
113(4)
Conceptualising the creative marketing paradigm
117(2)
The 'Kantian turn'
119(2)
Re-modelling creativity
121(1)
Beyond the 6Ps definitions of creativity: creativity as conceptual space
122(2)
Creativity and the manifesto
124(3)
The Creative Marketing Manifesto
127(1)
Implementation of creative marketing
128(1)
Concluding thoughts
129(3)
Notes 132(9)
References 141(17)
Index 158

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