The art world is full of creativity, yet existing marketing theory continues to prescribe formulaic, stepwise processes for marketing success. In a time of market turbulence, where marketing should be lauded as the saviour for businesses, creative marketing has been overlooked as a legitimate means of supporting small and micro-enterprises in their marketing endeavours. Creative Marketing challenges mainstream marketing thinking and draws from a diverse range of disciplines in order to inspire entrepreneurial thinking and practice among those marketers who wish to push the boundaries of knowledge. This book appeals to those of us who are at least prepared to think unconventionally, at least occasionally, so that our ideas are not merely repetitions and re-workings of pre-existing concepts. To be truly creative in a marketing sense may mean actually listening to what practitioners have to say about marketing theory and to subsequently facilitate, if not derive, a form of marketing that can be utilised by both practitioners and academics alike.

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