Creativity techniques in marketing – managers’ expertise compared to its practical application

Ewa Jerzyk

Abstract

One of the factors determining employees’ creativity is their expertise and skills in a given field, including familiarity with creativity techniques. This paper aims to establish the degree to which creativity techniques are used for marketing problem-solving by managers who have the relevant expertise gained as part of creativity training included in the curriculum of their MBA studies. It was assumed that their expertise and skills related to creativity techniques would stimulate a more frequent use thereof, as well as inspire greater interest in marketing creativity and the assessment of the effects of creative work as compared to managers who had not been trained in this respect.
Author Ewa Jerzyk (WZ / KSM)
Ewa Jerzyk,,
- Department of Marketing Strategies
Journal seriesInternational Journal of Arts and Sciences, ISSN 1944-6934, (0 pkt)
Issue year2014
No7 (2)
Pages99-106
Publication size in sheets0.5
Keywords in EnglishCreativity, Creativity techniques in marketing, Creativity assessment
URL www.universitypublications.net/ijas/0702/pdf/B4R494.pdf
Languageen angielski
Score (nominal)5
Score sourcejournalList
ScoreMinisterial score = 0.0, 16-12-2019, ArticleFromJournal
Ministerial score (2013-2016) = 5.0, 16-12-2019, ArticleFromJournal
Citation count*5 (2020-08-07)
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