Creative marketing: an extended metaphor for marketing in a new age
Auteur :
Fillis, I. / Rentschler, R.
Éditeur :
Palgrave USA
ISBN :
9781403941909
Date de publication :
10 nov. 2005
Dimensions :
21,6 x 14,0 cm
Langue :
Anglais
Pays d'origine :
USA
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.