The art world is full of creativity, yet existing marketing theory continues to prescribe formulaic, stepwise processes for marketing success. In a time of market turbulence, where marketing should be lauded as the saviour for businesses, creative marketing has been overlooked as a legitimate means of supporting small and micro-enterprises in their marketing endeavours. Creative Marketing challenges mainstream marketing thinking and draws from a diverse range of disciplines in order to inspire entrepreneurial thinking and practice among those marketers who wish to push the boundaries of knowledge. This book appeals to those of us who are at least prepared to think unconventionally, at least occasionally, so that our ideas are not merely repetitions and re-workings of pre-existing concepts. To be truly creative in a marketing sense may mean actually listening to what practitioners have to say about marketing theory and to subsequently facilitate, if not derive, a form of marketing that can be utilised by both practitioners and academics alike.

Table of Contents:
List of Tables List of Figures The Authors Preface Acknowledgements PART 1: AN INTRODUCTION TO CREATIVE MARKETING The Study Book Outline PART 2: THE EMERGENCE OF CREATIVE MARKETING Development of Marketing Theory and Practice Creative Marketing The Creative Industries and the Value of Creative Knowledge Elements of Creative Marketing Six Perspectives on Creative Marketing The Need for a Shift in Marketing Thinking PART 3: EUREKA! CREATIVITY RESEARCH THEN AND NOW Introduction What is Creativity? How is Creativity Defined? The Six Ps of Creativity Creativity and Business Planning Conclusions PART 4: ARTISTIC BIOGRAPHY AS INSIGHT INTO CREATIVE MARKETING Development of the Art Metaphor Researching Art and Creativity The Contribution of Semiotics to Understanding Marketing in Art The Artistic Biography as Insight into Creative Marketing Biography One: Salvador Dali Biography Two: Vincent Van Gogh Biography Three: Andy Warhol Biography Four: Pablo Picasso Conclusions PART 5: CREATIVITY, MEASUREMENT AND MYTH The Schools of Marketing Research Complexity of Measuring the Intangible Measuring and Testing Creativity Why is Creativity of Interest to Marketing Management? Truth is a Number Approaches to Measuring and Testing Creativity Conclusions PART 6: ENTREPRENEURSHIP AND THE CREATION OF NEW MARKETING METAPHORS Historical Roots of Creativity in Marketing Marketing as Passion Marketing as Jazz improvisation Marketing as Ideopolis Advertising Creativity Creativity and Product Development Creating an Entrepreneurial Future in Marketing Creativity, Intuition and Marketing Segmentation Creativity Training and Testing in Marketing Creativity and Competitive Advantage Creative Business: Leadership and Competencies Conclusions PART 8: A PLEA FOR THE DIAGHILEV PRINCIPLE IN MARKETING The Diaghilev Principle The Emergence of the Creative Marketing Paradigm Conceptualising the Creative Marketing Paradigm The' Kantian Turn' Re-modelling Creativity Beyond the 6Ps Definitions of Creativity: Creativity as Conceptual Space Creativity and the Manifesto The Creative Marketing Manifesto Implementation of Creative Marketing Conclusing Thoughts Notes References Index