The Emergence of Creative Marketing

Ian Fillis and Ruth Rentschler

Chapter 2 in Creative Marketing, 2006, pp 7-25 from Palgrave Macmillan

Abstract: 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.

Keywords: Intellectual Property; Corporate Entrepre; Creativity Research; Creative Industry; Resource Dependency Theory (search for similar items in EconPapers)
Date: 2006
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-50233-8_2

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DOI: 10.1057/9780230502338_2

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