By Ian Fillis, Ruth Rentschler
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Extra info for Creative Marketing: An Extended Metaphor for Marketing in a New Age
The rationale for investigating a specific area, such as the art world, is driven by a lack of in-depth understanding of specific issues. As Mace states: If we are effectively to understand creativity we must enlarge our conception of where its determinants lie and develop methods for identifying how those determinants interact and give rise to creative behaviour and production … The field of creativity research is typified by multiple theoretical and methodological approaches that provide alternative insights into the nature of creativity.
In contrast, a discovered problem situation has no known formulation or method of solution; even the problem itself is yet to be identified…100 In art making, problem solving involves construction of a concept together with a critique of the impact of adopting particular materials. Instead of distinct stages of problem identification, formulation and solving, a simultaneous discovery and solution finding occurs. This simultaneous discovery and solution finding again reflects that which occurs with the small and medium enterprise environment.
Creativity is identified through the various interacting elements 40 Creative Marketing such as family, professional life and the socio-cultural environment and is developmental rather than static. The evolving systems approach uses direct measures of creative work, rather than indirect psychometric measures. The researcher must understand the creative work and the domain in which it is based. There must be sufficient data available to reconstruct development of the creativity. Although problem solving, use of metaphors and imagery are incorporated, these need to be understood in terms of how they mutually interact.