By Ian Fillis, Ruth Rentschler
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Extra resources for Creative Marketing: An Extended Metaphor for Marketing in a New Age
57 In order to understand how creativity develops at the individual level, research has focused on understanding personality factors. Creativity and personality Studying the relationship between creativity and personality takes one of three routes: explaining creativity by utilising personality theories; examining the personality and biographical characteristics of well known creative individuals and their activities in different fields; and focusing on a small number of particular personality dimensions.
Rather, creativity is best achieved when flexible, exploratory, non-predetermined paths are possible. Petrowski believes that there is an increasing call within academia to 26 Eureka! 39 However, this is sadly lacking within the marketing academy. 40 A number of research centres have been formed, including the University of Colorado Center for Research on Creativity and Innovation, the Creative University Project on Fostering Creativity in Higher Education, and the International Center for Studies in Creativity at Buffalo State University.
37 In order to understand the various facets of creativity and how they interact, the link with sustainable innovation needs to be considered alongside culture, organisation and group. The need for a shift in marketing thinking The shift to knowledge- and technology-centred change goes beyond any particular marketing theory of the organisation. It involves the development of new inputs and a broader infrastructure at the individual, organisational and cluster levels. The nature of this transformation makes creative marketing a key unit in the economic and social economy.