A Plea for the Diaghilev Principle in Marketing

Ian Fillis and Ruth Rentschler

Chapter 7 in Creative Marketing, 2006, pp 112-131 from Palgrave Macmillan

Abstract: Abstract As we have demonstrated, researchers of the larger firm are now beginning to question the validity of conventional marketing theory. Like the impresario Serge Diaghilev, whose Ballets Russes redefined twentieth-century artistic collaboration and teamwork in its vital years (1909–1929), twenty-first century marketing needs its change champion. In those vital years, ballet was transformed into a modern, vibrant art. Diaghilev brokered remarkable arrangements between dance and the other arts, such as music with Igor Stravinsky, Claude Debussy, Maurice Ravel and Serge Prokofiev; painting with Pablo Picasso, André Derain and Henri Matisse; writers such as Jean Cocteau and designers such as Natalia Gontcharova.

Keywords: Marketing Research; Conceptual Space; Marketing Practice; Marketing Concept; Marketing 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_7

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DOI: 10.1057/9780230502338_7

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