Understanding creative service: a qualitative study of the advertising problem delineation, communication and response

The nature of advertising creativity is explored as a professional, applied creative service product, within a business-to-business context.

Understanding Creative Service: A Qualitative Study Of The Advertising Problem Delineation, Communication And Response (APDCR) Process

Railton Hill Swinburne University of TechnologyLester W. Johnson Mt Eliza Business School



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