By Ian Fillis, Ruth Rentschler

ISBN-10: 1403941904

ISBN-13: 9781403941909

Much advertising and marketing perform is inherently inventive yet advertising and marketing concept is usually deemed inappropriate by means of managers in ultra-modern market. instead of perpetuating the idea within the worth of conventional advertising and marketing frameworks, this booklet attracts on a various variety of disciplines to encourage entrepreneurial pondering and perform between these dealers who desire to push the limits of data and convention.

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Sample text

A creative act or person is often socially sanctioned and yet there are examples of courageous creative acts where this sanctioning has not occurred until long after the individual’s death (for instance Vincent Van Gogh). The notion of fame is not ascribed solely by merit alone but is also socially ascribed and is therefore given a mutually agreed status by a number of people. The status of the famous scientist, for instance, as an intellectual hero can be compared to the famous entrepreneur and artist.

What could be added together? Adapt A What could be adjusted to suit a purpose or condition? How could you make it fit? Modify M What would happen if you changed form or quality? Magnify Could you make it larger, greater, stronger? Could you make it smaller, lighter, slower? Minify Put to other uses P How could you use it for a different purpose? What are some new ways to apply it? Eliminate E What could you subtract or take away? What could you do without? Reverse R What could you have if you reversed it, or turned it around?

The sub-indicators and key authors who analyse each of the indicators are discussed in the following pages. These definitions have been summarised as place, people, property, process, practice and product. Definitions of creativity are thus influenced by the indicator or indicators emphasised by the researcher. 43 With this in mind, each indicator is explained briefly. However, some attempt at ordering the field is necessary if any progress is to be made in analysing it. Finally, we present our own definition of creativity and our view of the indicators appropriate to illustrate its application.

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Creative Marketing: An Extended Metaphor for Marketing in a New Age by Ian Fillis, Ruth Rentschler


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