Author： Aherne Aedh
Publisher： Emerald Group Publishing Ltd
ISSN： 0263-4503
Source： Marketing Intelligence & Planning, Vol.18, Iss.6-7, 2000-06, pp. : 400-413
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Abstract
Looks at the life and poetry of W.B. Yeats to establish whether or not he engaged in marketing and what his marketing practices were. Uses Yeats as an example of Irish marketing at its best. Suggests that a Celtic Marketing Era will reappear to challenge the established "Anglo-Saxon" approach to marketing and marketing education.
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