Creative Marketing - An Extended Metaphor for Marketing in a New Age (Hardcover, 2006 ed.)

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.

General

Imprint:	Palgrave Macmillan
Country of origin:	United States
Release date:	November 2005
First published:	2006
Authors:	I. Fillis • R. Rentschler
Dimensions:	216 x 140 x 14mm (L x W x T)
Format:	Hardcover
Pages:	161
Edition:	2006 ed.
ISBN-13:	978-1-4039-4190-9
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management
LSN:	1-4039-4190-4
Barcode:	9781403941909

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