Mark Earls
ISBN: 0-470-84499-X
Cloth
288 pages
June 2002

The Marketing Age is dead, long live the Creative Age. This book will be a blueprint for a new way of thinking about business: what the big ideas are and how to implement them in the workplace. The author puts forward a new set of ideas and practices built around the notion of creativity. Starting with a (brief) look at the history of the Marketing Age, how it was hailed as the glorious revolution but then how the context of business has changed. The rest of the book sets out the new agenda for business and shows the reader how to apply it to their own experiences. Central to the new approach are the notions of 'purpose-ideas' (what you are for) and 'interventions (what you do), both of which demand creativity. The author uses many examples to illustrate his text, often drawn from non-marketing businesses, and applies insights from neuroscience, sociology and psychology to make a coherent approach that can be easily understood and applied. The text will also be illustrated (literally) with pictures of the Creative Age Heroes, people whose ideas encapsulate the author's premise and whose experience is illustrative some of the important ideas developed by the author.