Research handbook of innovation and creativity for marketing management
This groundbreaking Handbook is a collection of the most recent research in innovation and creativity as it applies to marketing management. It uniquely combines the work of innovation and creativity scholars in the same book. Incorporating global research conducted by scholars based all over the wo...
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| Format: | eBook |
| Language: | English |
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Northampton, MA
Edward Elgar Pub.
2017, 2017
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| Series: | Research handbooks in business and management
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| Online Access: | |
| Collection: | Edward Elgar eBook Archive - Collection details see MPG.ReNa |
Table of Contents:
- a conceptual framework / Nasir Salari
- 8. The influence of personality on creativity / Eva Hoff and Ingegerd Carlsson
- 9. Chan/Zen of creativity management / Ai-Girl Tan
- 10. Creativity in advertisement : how advertisements strike people - a critical discussion of the role of original ideas and background music / Alessan