What unique things does marketing do? Is it more imagination or fresh thoughts? Is a creative marketer more like a businessperson or an artist? As of late, “marketing creative” has been used to refer to the copy and images that go into ads. But marketing, like many other business jobs, has gotten harder and more complicated. Marketers need to be able to look at data, figure out what customers want, and make goods. Because of these new jobs, do we need to change how we think about creativity in marketing?
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Know Knead This case was adapted from Hiller, Frederick S. & Belinda S. Hillier (2014). Introduction to Management Science: A Modeling and Case Studies Approach with Spreadsheets, 5th ed., McGraw-Hill/Irwin, pp 429-432. Corey Rubio has been pursuing a vision for more than two years. This pursuit began when he became