Creative Marketing : An Extended Metaphor for Marketing in a New Age /

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...

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Bibliographic Details

Main Authors:	Fillis, Ian (Author), Rentschler, Ruth (Author)
Corporate Author:	SpringerLink (Online service)
Format:	eBook
Language:	English
Published:	London : Palgrave Macmillan UK : Imprint: Palgrave Macmillan, 2006.
Subjects:	Business and Management. Marketing. Business. Electronic books.
Online Access:	Connect to the full text of this electronic book