Artistic Biography as Insight into Creative Marketing

Ian Fillis and Ruth Rentschler

Chapter 4 in Creative Marketing, 2006, pp 49-71 from Palgrave Macmillan

Abstract: Abstract The opening chapters of this book contain a detailed justification of the adoption of a creative approach to marketing research. This chapter develops these notions in more detail whereby practitioners and theorists within marketing and the arts can learn from each other’s disciplines in order to form more appropriate understanding of marketing phenomena.

Keywords: Marketing Research; Brand Personality; Creative Individual; Business Contact; Semiotic 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_4

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DOI: 10.1057/9780230502338_4

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