Why and how do creative thinking techniques work?: Trading off originality and appropriateness to make more creative advertising
| Year of publication: |
2009
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|---|---|
| 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 11878654. - Vol. 37.2009, 3, p. 298-309
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