Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/900
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: An Examination of Celtic Craft and the Creative Consciousness as a Contribution to Marketing Creativity
Authors: Fillis, Ian
Contact Email: i.r.fillis@stir.ac.uk
Keywords: creativity
craft
marketing
entrepreneurship
strategy
imagination
Issue Date: Feb-2007
Publisher: Taylor & Francis
Citation: Fillis I (2007) An Examination of Celtic Craft and the Creative Consciousness as a Contribution to Marketing Creativity, Journal of Strategic Marketing, 15 (1), pp. 7-16.
Abstract: Examination of the Celtic craft sector identifies a creative form of marketing which has its foundations in imagination, intuition and innovation, rather than the linear prescriptions of formal marketing frameworks and language which still dominate contemporary marketing management texts. The creative marketing competencies identified in the sector are also grounded within a wider creative marketing paradigm where experimental forms of marketing are encouraged, postmodern ideals are embraced and artistic philosophy and practice encouraged. The controlled Saxon influenced Marketing Establishment is challenged by the freer, more creative fringe of Celtic marketing as the avant garde.
Type: Journal Article
URI: http://hdl.handle.net/1893/900
DOI Link: http://dx.doi.org/10.1080/09652540601088633
Rights: Published in Journal of Strategic Marketing by Taylor & Francis. This is an electronic version of an article published in Journal of Strategic Marketing, Volume 15, Issue 1 February 2007, pages 7 - 16. Journal of Strategic Marketing is available online at: http://www.informaworld.com/openurl?genre=article&issn=0965-254X&volume=15&issue=1&spage=7
Affiliation: Marketing and Retail Division

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