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Keywords: Decision-making
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Journal Articles
Journal:
Journal of Marketing Behavior
Journal of Marketing Behavior (2016) 2 (2-3): 129–176.
Published: 29 December 2016
... to illustrate how the presented framework for matching the demand and supply side of creativity can guide managerial decision-making. This article concludes with a discussion of creativity research priorities in marketing. *This paper was processed and accepted by Klaus Wertenbroch, Editor of the Journal...
