Why and how do creative thinking techniques work? : trading off originality and appropriateness to make more creative advertising

Mark Kilgour; Scott Koslow

Year of publication:	2009
Authors:	Kilgour, Mark ; Koslow, Scott
Published in:	Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 37.2009, 3, p. 298-309
Subject:	Kreativität \| Creativity \| Marketingmanagement \| Marketing management \| Innovationsmanagement \| Innovation management \| Werbewirkung \| Advertising effects

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