Imagination is a word that is widely used by marketing practitioners but rarely examined by marketing academics. This neglect is largely due to the imagination''s ''artistic'' connotations, which run counter to the ''scientific'' mindset that dominates marketing scholarship. Of late, however, an artistic ''turn'' has taken place in marketing research, and

Imagination is a word that is widely used by marketing practitioners but rarely examined by marketing academics. This neglect is largely due to the imagination''s ''artistic'' connotations, which run counter to the ''scientific'' mindset that dominates marketing scholarship. Of late, however, an artistic ''turn'' has taken place in marketing research, and

Imagination is a word that is widely used by marketing practitioners but rarely examined by marketing academics. This neglect is largely due to the imagination''s ''artistic'' connotations, which run counter to the ''scientific'' mindset that dominates marketing scholarship. Of late, however, an artistic ''turn'' has taken place in marketing research, and