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Published in:
2015 | OriginalPaper | Chapter
The business-to-business vs. consumer marketing debate: A prime opportunity for teaching creativity
Author : James G. Hutton
Published in: New Meanings for Marketing in a New Millennium
Publisher: Springer International Publishing
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Given that creativity has been given such short shrift in marketing education, marketing educators should seize upon opportunities to teach principles of creativity whenever and wherever they can fmd them. A prime example is the controversy over business-to-business versus consumer marketing, which affords significant opportunity for bringing discussions about creativity into the classroom, and for illustrating and encouraging creative breakthroughs in marketing strategy and tactics.