Marketing’s forthcoming Age of imagination

Gerald Zaltman ()
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Gerald Zaltman: Olson Zaltman Associates

AMS Review, 2016, vol. 6, issue 3, No 1, 99-115

Abstract: Abstract Imagination is essential to marketing scholarship and practice. However, it is neither well understood nor sufficiently used. This paper encourages giving more attention to imagination by highlighting issues meriting further understanding. Readers are encouraged to ask questions such as: Why is imagination important? What job does it perform? Are people inherently imaginative? What forces enhance and dampen imagination? What do you have when you have an imaginative thought? Some initial observations regarding these and related issues are provided to stimulate the reader’s thinking.

Keywords: Imagination; Academia; Practice; Knowledge; Thinking; Ideas; Theory development (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (9)

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DOI: 10.1007/s13162-016-0082-3

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