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Erschienen in:
2006 | OriginalPaper | Buchkapitel
The Emergence of Creative Marketing
verfasst von : Ian Fillis, Ruth Rentschler
Erschienen in: Creative Marketing
Verlag: Palgrave Macmillan UK
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The purpose of this book is to examine the concept of creative marketing metaphorically and how it can enable the marketer to establish and maintain competitive advantage in the marketplace. Creative marketing is used as an umbrella term to capture concepts from marketing and creativity. Creative marketing is found in innovative, risk-taking and proactive small firms and micro-enterprises, but is also practised in larger organisations that embrace forward-thinking strategies rather than using formulaic past practices.