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  | | Creativity in Product Innovation by Professor Jacob Goldenberg, Professor David Mazursky, David Mazursky, Jacob Goldenberg Paperback, 240 Pages, Published 2002 by Cambridge University Press ISBN-13: 978-0-521-00249-3, ISBN: 0-521-00249-4 "Creativity in Product Innovation describes a remarkable technique for improving the creativity process in product design. Certain 'regularities' in product development are identifiable, objectively verifiable and consistent for almost any kind of product. These regularities are described by the authors as Creativity Templates. This book describes the theory and implementation of these templates, showing how they can be used to enhance t ..." |
 | | Cracking the Ad Code(1st Edition) by Jacob Goldenberg, Sorin Solomon, David Mazursky, Amnon Levav, Ammon Levav Paperback, 178 Pages, Published 2009 by Cambridge University Press ISBN-13: 978-0-521-67597-0, ISBN: 0-521-67597-9 "Do you need to produce successful creative ideas in advertising? If so, then you need this book. For the first time, the secret of inventing new creative campaigns is unlocked, and practical tools are presented to allow quick production of creative ideas in marketing communications. Along with over 100 advertisement examples and numerous case studies, you also get a systematic analysis of the creation aspect of advertising, together wit ..." |