Abstract
In the aggregate, marketing may be conceptualized as the process of offering creative solutions to consumer problems. As such, educational emphasis should be given to increasing students’ knowledge of the creative problem-solving (CPS) process. Unfortunately, past research has given little attention to the CPS process itself. The purpose of this article is to better familiarize marketing educators with the CPS process and its connection to marketing practice. In addition, an instructional approach is offered that employs the use of assorted CPS techniques in conjunction with different stages of the CPS process.
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