TY  - BOOK
AU  - Goldenberg,Jacob
AU  - Mazursky,David
TI  - Creativity in product innovation
SN  - 9780511674464 (ebook)
AV  - HF5415.15 .G598 2002
U1  - 658.5/7 21
PY  - 2002///
CY  - Cambridge
PB  - Cambridge University Press
KW  - Product management
KW  - Marketing
KW  - Management
N1  - Title from publisher's bibliographic system (viewed on 05 Oct 2015)
N2  - Creativity in Product Innovation describes a remarkable technique for improving the creativity process in product design. Certain 'regularities' in product development are identifiable, objectively verifiable and consistent for almost any kind of product. These regularities are described by the authors as Creativity Templates. This book describes the theory and implementation of these templates, showing how they can be used to enhance the creative process and thus enable people to be more productive and focused. Representing the culmination of years of research on the topic of creativity in marketing, the Creativity Templates approach has been recognised as a breakthrough in such journals as Science, Journal of Marketing Research, Management Science, and Technological Forecasting and Social Change. It has been successfully implemented through workshops in international companies including Philips Consumer Electronics, Ford Motor Co., Ogilvy & Mather Worldwide, Kodak, Coca-Cola and many others
UR  - https://doi.org/10.1017/CBO9780511674464
ER  -