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Keywords: Demand
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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
...Niek Althuizen; Berend Wierenga; Bo Chen This article provides an overview of creativity research in marketing and offers a novel framework for matching the demand and supply side of creativity. The demand side comprises the marketing problem domain and the specifics of the task, which...
