Abstract
The opening chapters of this book contain a detailed justification of the adoption of a creative approach to marketing research. This chapter develops these notions in more detail whereby practitioners and theorists within marketing and the arts can learn from each other’s disciplines in order to form more appropriate understanding of marketing phenomena.
We make our destinies by our choice of gods…
Virgil
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© 2006 Ian Fillis and Ruth Rentschler
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Fillis, I., Rentschler, R. (2006). Artistic Biography as Insight into Creative Marketing. In: Creative Marketing. Palgrave Macmillan, London. https://doi.org/10.1057/9780230502338_4
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DOI: https://doi.org/10.1057/9780230502338_4
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-52108-1
Online ISBN: 978-0-230-50233-8
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)