An Examination of Celtic Craft and the Creative Consciousness as a Contribution to Marketing Creativity

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. https://doi.org/10.1080/09652540601088633

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.

Keywords
creativity; craft; marketing; entrepreneurship; strategy; imagination; Business enterprises Arts and craft Great Britain; Business enterprise Arts and craft Republic of Ireland; Civilization Celtic; marketing; Celtic antiquities

Journal
Journal of Strategic Marketing: Volume 15, Issue 1

• JSM The Celtic Craftsperson and the Creative Imagination.pdf