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Chapter Eleven – Creativity and Marketing
If one explored the research in Marketing, s/he would find many references to
creativity. Most of these mentions of creativity would be found in one of three areas: advertising, personal selling, or new product development. In advertising, for example, people use the term ‘creative’ as a noun to describe the portion of an advertisement that comprises the artwork that translates the appeal or basic selling proposition of the ad and how the appeal will be conveyed to the target market. For example, “Susan and Bryan will be responsible for doing the creative.” In personal selling, creativity is usually applied in a context of ‘creative selling’ with no particular specific reference to the literature of creativity or what
‘creativity’ really means. In new product development, creativity is used to describe how individuals or teams can identify and implement new product ideas. The examples above all miss the primary role of creativity in marketing. We will define creativity as “identifying and describing new ideas that are novel and useful.” Thus, individual and group creativity plays a critical role in all phases of marketing practice.
Definitions of Creativity
An examination of the literature of other disciplines reveals dozens of definitions of creativity. From these various definitions, three themes emerge that seem to be beneficial to the study of marketing and creativity.
The first group of definitions suggests that, to be truly creative, an innovation must demonstrate “radical newness.” Included are those situations in which the problem or opportunity as initially posed was vague and not well defined. Thus, part of the task is to formulate the problem itself. This has implications for marketing and a firm’s ability to be more market-oriented.
A second group of definitions supposes “creativity is the imaginatively gifted recombination of known elements into something new”. This group of researchers concludes that a creative solution does not necessarily require new components but can simply integrate existing knowledge in a more valuable way. This definition has implications for upstream marketing activities including target customer needs assessment and competitive benchmarking studies