haku: @indexterm Industrial marketing / yhteensä: 439
viite: 70 / 439
| Tekijä: | Higgins, L. |
| Otsikko: | Applying principles of creativity management to marketing research efforts in high-technology markets |
| Lehti: | Industrial Marketing Management
1999 : MAY, VOL. 28:3, p. 305-317 |
| Asiasana: | INDUSTRIAL MARKETING MANAGEMENT RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | The 1990s have seen an increased emphasis on marketing research and marketing information systems. Several trends have caused this renewed interest including increased customer focus, more demands for resource productivity, and hightened domestic and international competition. The author examines whether creativity can enhance marketing research and help the organization respond to these challenges. The author discusses the measurement and meaning of creativity and describes how creativity techniques can be used in marketing research. |
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