Managing creativity in the age of data-driven marketing communication : a model for agencies to improve their distribution and valuation of creativity
Annette Kallevig, Wilson Ozuem, Michelle Willis, Silvia Ranfagni, Serena Rovai
| Year of publication: |
2022
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|---|---|
| Authors: | Kallevig, Annette ; Ozuem, Wilson ; Willis, Michelle ; Ranfagni, Silvia ; Rovai, Serena |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 62.2022, 4, p. 301-320
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| Subject: | Werbewirtschaft | Advertising industry | Marketingmanagement | Marketing management | Kreativität | Creativity |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.2501/JAR-2022-025 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013531979