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Titlebook: Creative Marketing; An Extended Metaphor Ian Fillis,Ruth Rentschler Book 2006 Palgrave Macmillan, a division of Macmillan Publishers Limite

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书目名称Creative Marketing
副标题An Extended Metaphor
编辑Ian Fillis,Ruth Rentschler
视频video
图书封面Titlebook: Creative Marketing; An Extended Metaphor Ian Fillis,Ruth Rentschler Book 2006 Palgrave Macmillan, a division of Macmillan Publishers Limite
描述Creative Marketing has been written in response to the continued failure to address the theory/practice gap in marketing management. The art world is full of creativity, yet existing marketing theory continues to prescribe formulaic, stepwise processes for marketing success. Rather than perpetuating the belief in the value of traditional marketing frameworks, this book draws on a diverse range of disciplines to inspire entrepreneurial thinking and practice among those marketers who wish to push the boundaries of knowledge and convention. Creative Marketing gets back to how best to support individuals as well as small, medium and micro-enterprises through new marketing approaches.
出版日期Book 2006
关键词Advertising; marketing; marketing management; product development
版次1
doihttps://doi.org/10.1057/9780230502338
isbn_softcover978-1-349-52108-1
isbn_ebook978-0-230-50233-8
copyrightPalgrave Macmillan, a division of Macmillan Publishers Limited 2006
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Artistic Biography as Insight into Creative Marketing, 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.
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Creativity, Measurement and Myth,f researchers from a variety of disciplines interested in the field. Some have proposed that creativity be measured according to process improvement or features of the person or product. Others have suggested that creativity be measured by the quality of the response to the product by the user. Ther
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Entrepreneurship and the Creation of New Marketing Metaphors,nd 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.
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A Plea for the Diaghilev Principle in Marketing,io 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 ar
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