Creative Marketing: An Extended Metaphor for Marketing in a New Age
Creative Marketing: An Extended Metaphor for Marketing in a New Age by Ian Fillis (Author), Ruth Rentschler (Author)
Palgrave Macmillan | ISBN-10: 1403941904 | 2005 | PDF | 304 pages | 2.4 Mb
Much marketing practice is inherently creative but marketing theory is often deemed irrelevant by managers in today's marketplace. 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.