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

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.


Hardcover: 304 pages

Publisher: Palgrave Macmillan (November 24, 2005)