Ad agency professionals' mental models of advertising creativity

European Journal of Marketing

Volumn 47, Issue 10, 2013, Pages 1691-1710

  Nyilasy, Gergely ^a   Canniford, Robin ^a   Kreshel, Peggy J ^b  

^a UNIVERSITY OF MELBOURNE   (Australia)

^b UNIVERSITY OF GEORGIA   (United States)

Author keywords

Academician practitioner divide; Advertising; Advertising agencies; Creativity; Managerial cognition; Mental models; Practitioner theories

Indexed keywords

EID: 84884743365     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/EJM-11-2011-0651     Document Type: Article

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