Celtic Marketing Circle

For the past few years, I've been toying with the Celtic Marketing Concept. I won't explain what it is, except to say that it stands in marked contrast to the Anglo-Saxon model of Analysis, Planning, Implementation and Control. My Celtic inclinations have manifested themselves in various ways - the Riverdance section in Postmodern Marketing Two, a study of Caffrey's Irish Ale advertising, conducted in conjunction with some of my PhD students, an ongoing investigation of Irish theme pubs; analyses of the marketing activities of W.B. Yeats, James Joyce; and an empirical study of Scotch-Irish identity formation (with Beth Hirschman).

I guess it all started with Caffrey's 'New York' television commercial, which I still consider to be a marvellous example of advertising art. At one stage I was going to analyse it in Postmodern Marketing Two but because of the difficulty of reproducing stills from the ad, I decided against it in the end. For the record, here's my (unpublished) introspective essay on 'New York', plus a snatch of the ad.