Marketing and the Creative Problem-Solving Process

Philip A. Titus

93 citations0/0 files storedJournal of Marketing Education

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Management and Marketing Education Design Education and Practice Creativity in Education and Neuroscience

Abstract

In the aggregate, marketing may be conceptualized as the process of offering creative solutions to consumer problems. As such, educational emphasis should be given to increasing students’ knowledge of the creative problem-solving (CPS) process. Unfortunately, past research has given little attention to the CPS process itself. The purpose of this article is to better familiarize marketing educators with the CPS process and its connection to marketing practice. In addition, an instructional approach is offered that employs the use of assorted CPS techniques in conjunction with different stages of the CPS process.

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References

1972Principles of Marketing 1968The Nature of Human Intelligence 1983The social psychology of creativity: A componential conceptualization.1967The nature of human intelligence 1963Applied imagination : principles and procedures of creative problem-solving /1992Creative Cognition 1983The Marketing Imagination 1987New Products Management

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