An examination of Celtic craft and the creative consciousness as a contribution to marketing creativity

The author has a strong Celtic background, spending his formative years studying in the Kingdom of Dalriada. The merits of a Celtic education can be seen in the work of Brian Friel who promoted the creative linkage between ancient Greece and the hedge schools of 19th-century Ireland, where Saxon order was abandoned in favour of philosophical debates about the meaning of life (Friel, 1981). Investigation by the author into Celtic creativity has focused on how craft sector microenterprises can internationalise despite often severe resource constraints (Fillis, 2000, 2001, 2002a, 2002b, 2002c, 2003, 2004). Insight can be gleaned from this into the wider Celtic business consciousness. The paper begins by examining the weaknesses of the dominant Saxon Marketing Establishment. A more creative future is then unveiled through consideration of the Celtic fringe of crafted marketing thought and practice.