In Search of the Marketing Imagination: Factors Affecting the Creativity of Marketing Programs for Mature Products
研究了影响成熟产品营销方案创造力的因素，发现创造力与盈利能力正相关，对营销经理和学者有参考价值。
Jonlee Andrews, Daniel C. Smith, In Search of the Marketing Imagination: Factors Affecting the Creativity of Marketing Programs for Mature Products, Journal of Marketing Research, Vol. 33, No. 2 (May, 1996), pp. 174-187