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The Emergence of Creative Marketing

In: Creative Marketing

Author

Listed:
  • Ian Fillis
  • Ruth Rentschler

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.

Suggested Citation

  • Ian Fillis & Ruth Rentschler, 2006. "The Emergence of Creative Marketing," Palgrave Macmillan Books, in: Creative Marketing, chapter 2, pages 7-25, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-50233-8_2
    DOI: 10.1057/9780230502338_2
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    Cited by:

    1. Fascia, Michael & fascia, sonny, 2019. "Creativity as a Competitive Entrepreneurial Enabler," OSF Preprints wqtvh, Center for Open Science.
    2. Fascia, Michael, 2019. "Evaluation of knowledge transfer practices from a Leibniz Perspective," OSF Preprints 37kd2, Center for Open Science.

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