Creative Marketing Insight for Practitioners

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.

Ian Fillis is Lecturer in Marketing in the Department of Marketing, Faculty of Management at the University of Stirling, Scotland. Ruth Rentschler is the Acting Executive Director, Centre for Leisure Management Research, Director of the Arts and Entertainment Management program and Associate Head of School, in the Bowater School of Management & Marketing at Deakin University, Melbourne, Australia.

List of Tables

vii

List of Figures

viii

The Authors

ix

Preface

x

Acknowledgements

xi

Chapter 1 An Introduction to Creative Marketing

1

(6)

The study

5

(1)

Book outline

5

(2)

Chapter 2 The Emergence of Creative Marketing

7

(19)

Development of marketing theory and practice

8

(5)

Creative marketing

13

(1)

The creative industries and the value of creative knowledge

14

(2)

Elements of creative marketing

16

(1)

Six perspectives on creative marketing

17

(6)

The need for a shift in marketing thinking

23

(1)

Conclusions

23

(3)

Chapter 3 Eureka! Creativity Research Then and Now

26

(23)

Introduction

26

(1)

What is creativity?

26

(2)

How is creativity defined?

28

(1)

The six Ps of creativity

29

(15)

Creativity and business planning

44

(2)

Conclusions

46

(3)

Chapter 4 Artistic Biography as Insight into

49

(23)

Creative Marketing Development of the art metaphor

49

(5)

Researching art and creativity

54

(2)

The contribution of semiotics to understanding marketing in art

56

(3)

The artistic biography as insight into creative marketing

59

(1)

Biography one: Salvador Dali

60

(1)

Biography two: Vincent Van Gogh

61

(3)

Biography three: Andy Warhol

64

(3)

Biography four: Pablo Picasso

67

(4)

Conclusions

71

(1)

Chapter 5 Creativity, Measurement and Myth

72

(17)

The schools of marketing research

72

(7)

Complexity of measuring the intangible

79

(1)

Measuring and testing creativity

80

(3)

Why is creativity of interest to marketing management?

83

(1)

Truth is a number

84

(1)

Approaches to measuring and testing creativity

84

(3)

Conclusions

87

(2)

Chapter 6 Entrepreneurship and the Creation of New Marketing Metaphors

89

(23)

Historical roots of creativity in marketing

90

(2)

Marketing as passion

92

(2)

Marketing as jazz improvisation

94

(1)

Marketing as ideopolis

94

(1)

Advertising creativity

95

(3)

Creativity and product development

98

(5)

Creating an entrepreneurial future in marketing

103

(3)

Creativity, intuition and marketing segmentation

106

(1)

Creativity training and testing in marketing

107

(1)

Creativity and competitive advantage

108

(1)

Creative business: leadership and competencies

109

(1)

Creativity and intuition in business

110

(1)

Conclusions

111

(1)

Chapter 7 A Plea for the Diaghilev Principle in Marketing

112

(20)

The Diaghilev principle

112

(1)

The emergence of the creative marketing paradigm

113

(4)

Conceptualising the creative marketing paradigm

117

(2)

The 'Kantian turn'

119

(2)

Re-modelling creativity

121

(1)

Beyond the 6Ps definitions of creativity: creativity as conceptual space

122

(2)

Creativity and the manifesto

124

(3)

The Creative Marketing Manifesto

127

(1)

Implementation of creative marketing

128

(1)

Concluding thoughts

129

(3)

Notes

132

(9)

References

141

(17)

Index

158

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Creative Marketing Insight for Practitioners and Researchers in the Profit and Non-Profit Sectors

Summary

Author Biography

Table of Contents

Supplemental Materials