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ERIC Number: EJ804460
Record Type: Journal
Publication Date: 2007
Pages: 11
Abstractor: As Provided
Reference Count: 41
ISSN: ISSN-0273-4753
Applied Creativity: The Creative Marketing Breakthrough Model
Titus, Philip A.
Journal of Marketing Education, v29 n3 p262-272 2007
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. (Contains 4 tables and 1 figure.)
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A