Creativity techniques in marketing – managers’ expertise compared to its practical application
AbstractOne 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.
|Journal series||International Journal of Arts and Sciences, ISSN 1944-6934, (0 pkt)|
|Publication size in sheets||0.5|
|Keywords in English||Creativity, Creativity techniques in marketing, Creativity assessment|
|Score|| = 0.0, 16-12-2019, ArticleFromJournal|
= 5.0, 16-12-2019, ArticleFromJournal
|Citation count*||6 (2021-06-05)|
* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.