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  • Search: subject:"Creativity in Marketing"
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Subject
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Creativity in marketing 2 Advertising Creativity 1 Advertising Strategy 1 Barbados 1 Competitive advantage 1 Creativity in Marketing 1 Entrepreneurial marketing 1 Entrepreneurialism 1 Innovation 1 Marketing 1 Marketing Ideation Processes 1 Micro‐businesses 1 Rapid growth markets 1
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Article 3
Type of publication (narrower categories)
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research-article 1 review-article 1
Language
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English 2 Undetermined 1
Author
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Goldenberg, Jacob 1 Holloway, Samuel S. 1 Mazursky, David 1 McAuley, Andrew 1 Parkman, Ian D. 1 Sebastiao, Helder 1 Solomon, Sorin 1
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Published in...
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Journal of Research in Marketing and Entrepreneurship 2 Marketing Science 1
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Other ZBW resources 2 RePEc 1
Showing 1 - 3 of 3
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Creative industries: aligning entrepreneurial orientation and innovation capacity
Parkman, Ian D.; Holloway, Samuel S.; Sebastiao, Helder - In: Journal of Research in Marketing and Entrepreneurship 14 (2012) 1, pp. 95-114
Purpose – The purpose of this paper is to examine the relationship between entrepreneurial orientation, innovation capacity, and firm performance in the creative industries context. Design/methodology/approach – The paper uses a survey‐based empirical analysis. Findings – Innovation...
Persistent link: https://www.econbiz.de/10014902640
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Micro and Small Firm Marketing A Pre‐Millennium Muse from Paradise (Already out of date!)
McAuley, Andrew - In: Journal of Research in Marketing and Entrepreneurship 2 (2000) 3, pp. 282-290
in marketing and in smaller firms. This journey is undertaken in order to seek inspiration for a theory of small firm … disparate influences including micro‐businesses in Barbados, marketing in rapid growth markets, mainstream texts, and creativity …
Persistent link: https://www.econbiz.de/10014902562
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The Fundamental Templates of Quality Ads
Goldenberg, Jacob; Mazursky, David; Solomon, Sorin - In: Marketing Science 18 (1999) 3, pp. 333-351
Creative ideation is a highly complex process, which is difficult to formalize and control. Evidently, even in a complex thinking context certain patterns of creativity may emerge. Relying on such observed patterns may help in “organizing” the creative process by promoting routes that have...
Persistent link: https://www.econbiz.de/10008787548
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