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9780367862220

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This book is that rare thing: a logical (and creative) approach to creativity. It opens up a whole world of creative options for people across sectors and job titles who are involved with ideation, creativity, research and innovation. The content is comprehensive and the style approachable. Min Ding not only expands what we know about creativity but also offers practical guidance on how we can be more innovative in our thought and action. Jaideep Prabhu, Professor of Marketing, Jawaharlal Nehru Professor of Indian Business & Enterprise, Director of the Centre for India & Global Business (CIGB), Cambridge Judge Business School, University of Cambridge, UK I am a big fan of Min's work in innovation, I am confident that readers will not be disappointed. Stefan Stremersch, Desiderius Erasmus Distinguished Chair of Economics, Chair in Marketing , Erasmus School of Economics (ESE), Erasmus University, Netherlands I have known Min for almost twenty years and he has a way of finding very creative solutions to important problems, this book is no exception. I highly recommend this book. John R. Hauser, Kirin Professor of Marketing, Sloan School of Management, MIT, USA Marketing value can be written as an equation. It consists of expanding the consideration set of investment opportunities, being intelligent about choosing the best ones from that set, and maximizing the value of selected options. It has long been my belief that the first of these tasks receives way less attention than the leverage it can provide. One possible reason is that as marketers we know so little about it. Now we have a roadmap for returning creativity to marketing analysis in a systematic and imaginative way. I would encourage my academic and industry colleagues to use this book as a vehicle to broaden their horizons. John Roberts, Scientia Professor of Marketing, University of New South Wales, Australia

Author Information

Min Ding is Bard Professor of Marketing at Smeal College of Business and Affiliate Professor in the College of Information Sciences and Technology, the Pennsylvania State University, USA. Min received his Ph.D. in Marketing from Wharton School of Business, University of Pennsylvania, USA, and his Ph.D. in Molecular, Cellular, and Developmental Biology from Ohio State University, USA.

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