This Article Free Full Text (Free PDF) Free References Alert me when this article is cited Alert me if a correction is posted Citation Map Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via Google Scholar Citing Articles via Scopus Google Scholar Articles by Titus, P. A. Search for Related Content Social Bookmarking                         What's this?

Applied Creativity: The Creative Marketing Breakthrough Model

Bowling Green State University

Despite the increasing importance of personal creativity in today's business environment, few conceptual creativity frameworks have been presented in the marketing education literature. The purpose of this article is to advance the integration of creativity instruction into marketing classrooms by presenting an applied creative marketing framework. The theoretical basis for the creativity framework, referred to as the creative marketing breakthrough model, is discussed along with its pedagogical implications for marketing education. Furthermore, an illustrated instructional example is provided to highlight the impact of the creative marketing breakthrough model constructs on individual creative performance.

Key Words: creativity • marketing • instruction • education • model

Journal of Marketing Education, Vol. 29, No. 3, 262-272 (2007)
DOI: 10.1177/0273475307307600


CiteULike    Complore    Connotea    Del.icio.us    Digg    Reddit    Technorati    Twitter    What's this?