Creative marketing and management science

Abstract

CREATIVE marketing involves in general terms systematically questioning the assumptions behind marketing strategy and tactics and using the best available technology in doing so. My company has been in a particularly good position to engage in such marketing because it is involved in selling to both consumers and industry. Such involvement gives us an opportunity to learn about marketing at a level of generality that is not available to many companies.

Citation

VOGEL, E.H. (1969), "Creative marketing and management science", Management Decision, Vol. 3 No. 1, pp. 21-25. https://doi.org/10.1108/eb000878