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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
Author(s): Fillis, Ian
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Keywords: creativity
Business enterprises Arts and craft Great Britain
Business enterprise Arts and craft Republic of Ireland
Civilization Celtic
Celtic antiquities
Issue Date: Feb-2007
Date Deposited: 10-Mar-2009
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.
DOI Link: 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:

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