Entrepreneurship and the Creation of New Marketing Metaphors

Ian Fillis and Ruth Rentschler

Chapter 6 in Creative Marketing, 2006, pp 89-111 from Palgrave Macmillan

Abstract: 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.

Keywords: Product Development; Creative Thinking; Creative Idea; American Market Association; Marketing Programme (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_6

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DOI: 10.1057/9780230502338_6

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