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Research papers

Creativity

This paper shows how brands facing deep marketing challenges such as repositioning, brand extension or competitive attack require creative solutions to engage consumers in entirely new ways.The paper describes an approach to identify real business...

Catalogue: WM3 2007
Author: Eric de Rugy
June 3, 2007
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Citation

de Rugy, E. (2007a, June 03). Creativity. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/creativity