The Philosophies And Approaches Underpinning Marketing Communications

Creativity is that rare ‘thing’ that shapes the human experience and drives progress in every human effort, from the arts to the sciences, business, and technology. We celebrate and honour individuals for their creativity, identifying distinguished individuals, as well as complete cultures and societies, in terms of their creative accolades.

Creativity is a vehicle of self-expression as well as an element of what makes us who we are. One might, thus, expect creativity to be a significant topic in philosophy, especially as it raises such a wealth of fascinating philosophical questions.

Unfortunately, philosophers writing about creativity have sometimes had the tendency to disregard the scientific literature. In some cases, they have even taken it so far as to claim – after citing just a few studies – that creativity is, by its very nature, unpredictable and therefore beyond the scope of science.

Even though the question of whether creativity can be explained is a philosophical question, it is not one that is excluded from empirical work.

Can creativity be explained empirically?

The question of if creativity can be explained empirically is itself, at least partly, an empirical question. In fact, several issues arise at the intersection of philosophy and psychology. These questions are treated best with contributions from both.

This interdisciplinary approach is supported by a new school of creativity researchers who are part of a much broader trend toward dialogue and collaboration between scientifically-minded philosophers and philosophically-minded scientists. This exchange can be fruitful, as philosophers draw on scientific research and scientific work is informed by philosophical perspectives.

Let’s examine some of these philosophical issues.

The creativity concept

Perhaps the most central question for any study of creativity, philosophical or otherwise, is ‘What is creativity’? The term “creative” is utilised to describe four kinds of things: a

• Person
• Process
• Activity
• Product

There is a growing consensus that a product must meet two conditions to be creative.

• It must be new, of course,
• But since novelty can be worthless (as in an irrelevant string of letters), it must also be of value.

The Marketing Communications Concept

One of the most important marketing philosophies has, at its very core, the customer as well as his or her happiness. The marketing concept, as well as philosophy, states that the organisation should endeavour to satisfy its customers’ wants and needs in addition to meeting the organisation’s goals.

In straightforward terms, “the customer is king”.

The consequence of the marketing concept is very critical for management. This is not something that the marketing department administers, nor is it the sole domain of the marketing department. Rather, it is adopted by the entire organisation.

From top management down to the lowest levels and across all departments of the organisation, it is a philosophy, or manner of doing business. The customers’ needs, wants as well as satisfaction should always be foremost in every manager and employee’s mind.

As straightforward as the philosophy sounds, the notion is not very old in the development of marketing thought. Rather, it is at the end of a succession of company philosophies that cover centuries.

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