Work

In Search of the Marketing Imagination: Factors Affecting the Creativity of Marketing Programs for Mature Products

Year: 1996

Type: article

Source: Journal of Marketing Research

DOI: 10.1177/002224379603300205

Authors: Jonlee Andrews, Daniel C. Smith

Institutions: Case Western Reserve University, University of Pittsburgh

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2335241813

FWCI: 10.8

Cites: 48

Cited by: 568

Related to: 10