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The Role of Creativity

Part 4. Advertising and Integrated Communication

  1. George G. Panigyrakis1,
  2. Prokopis K. Theodoridis2

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem04029

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Panigyrakis, G. G. and Theodoridis, P. K. 2010. The Role of Creativity. Wiley International Encyclopedia of Marketing. 4.

Author Information

  1. 1

    Athens University of Economics and Business, Athens, Greece

  2. 2

    University of Ioannina, Agrinio, Greece

Publication History

  1. Published Online: 15 DEC 2010

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