Toward a General Theory of Creativity in Advertising:...

Marketing Theory 2004 / 06 Vol. 4; Iss. 1

Toward a General Theory of Creativity in Advertising: Examining the Role of Divergence

Smith, Robert E., Yang, Xiaojing
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Volume:
4
Language:
english
Journal:
Marketing Theory
DOI:
10.1177/1470593104044086
Date:
June, 2004
File:
PDF, 205 KB
english, 2004
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