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Entrepreneurship and the Creation of New Marketing Metaphors

In: Creative Marketing

Author

Listed:
  • Ian Fillis
  • Ruth Rentschler

Abstract

As demonstrated in earlier chapters, marketing has been dominated by the logical positivist school of thought that stressed objectivity, rationality and measurement. However, there are other traditions that can be traced back to a pioneering article by Kotier and Levy in 1969. These traditions broaden the marketing concept and establish criteria for knowledge in the discipline.

Suggested Citation

  • Ian Fillis & Ruth Rentschler, 2006. "Entrepreneurship and the Creation of New Marketing Metaphors," Palgrave Macmillan Books, in: Creative Marketing, chapter 6, pages 89-111, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-50233-8_6
    DOI: 10.1057/9780230502338_6
    as

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