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 will influence how much emphasis management places on the originality versus usefulness of the generated ideas or solutions. The supply side includes individual and organizational resources that management can put to use for boosting creativity. Based on contemporary creative cognition research, this article distinguishes the following pathways to creativity: fluency, persistence, and flexibility. Examples of common marketing decisions, including their need for creativity, the emphasis placed on originality versus usefulness, and the pathway(s) that may lead to the desired level of creativity, are used to illustrate how the presented framework for matching the demand and supply side of creativity can guide managerial decision-making. This article concludes with a discussion of creativity research priorities in marketing.
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Managerial Decision Making in Marketing: Introduction to the Special Issue
, Journal of Marketing Behavior, Volume 2, Issue 2-3 10.1561/107.00000030
This is the introduction from special issue editor B. Wierenga.
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Kind and Wicked Experience in Marketing Management
, Journal of Marketing Behavior, Volume 2, Issue 2-3 10.1561/107.00000031
This article by R. M. Hogarth and E. Soyer deals with the role of experience in marketing.
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The Marketing Manager as an Intuitive Statistician
, Journal of Marketing Behavior, Volume 2, Issue 2-3 10.1561/107.00000032
This article by B. de Langhe is about the marketing manager as an intuitive statistician.
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Marketers' Intuitions about the Sales Effectiveness of Advertisements
, Journal of Marketing Behavior, Volume 2, Issue 2-3 10.1561/107.00000034
This article by N. Hartnett, R. Kennedy, B. Byron, and L. Greenacre examines the quality of marketers’ intuitions about the effectiveness of advertising.
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Selecting Predictive Metrics for Marketing Dashboards - An Analytical Approach
, Journal of Marketing Behavior, Volume 2, Issue 2-3 10.1561/107.00000035
This article by K. Pauwels and A. Joshi is about the selection of predictive measures for marketing dashboards.
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Sales Presentation Anxiety, Cortisol Levels, Self-Reports, and Gene-Gene Interactions
, Journal of Marketing Behavior, Volume 2, Issue 2-3 10.1561/107.00000036
This article by W. Verbeke, R. P. Bagozzi, W. van den Berg, L. Worm, and F. D. Belschak uses methods
from neuroscience to study the mechanism behind SPA at three levels, genetic
make-up, endocrine processes and self-reported stress experience.
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Journal of Marketing Behavior, Volume 2, Issue 2-3 ICT-based Strategies for Environmental Conflicts: Articles Overiew
See the other articles that are part of this special issue.