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1 SCAMPER Drucker, 1973: 61, 65 divergent thinking lateral thinking: convergent thinking logical thinking vertical thinking
2 critical thinking Levinson, 2014 unconventional methods Ashwin 2006: 6 Levinson, 1998: 8 10
3
4 Ashwin 2006: 5 Schulte 2007 Nufer 2013: 3 Low Budget Guerrilla Marketing Infection Guerrilla Marketing Viral Marketing Guerrilla Mobile Surprise Guerrilla Marketing
5 Ambient Marketing Sensation Marketing Ambush Marketing Nufer 2013: 5 Levenson 1998; Levenson & Levinson, 2013; Lautenslager & Levinson, 2014 PR PR PDCA
6 PR PR
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8 Edward de Bono de Bono, 1967: 11 13
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10 Argyris, 1991; Torbert, 2004 Kotler and De Bes, 2004:
11 Kotler and De Bes, 2004: , Kotler and De Bes, 2004: 131 TOP Kotler and De Bes, 2004: 116 Kotler and De Bes, 2004: 141 Lateral Thinking Kotler and De Bes, 2004: 126
12 Kotler and De Bes, 2004: 125 SCAMPER SCAMPER Kotler and De Bes, 2004: 125 Alex Osborn Bob Eberle SCAMPER Substitute? Combine? Adapt? Modify? Put? Eliminate? Reorder? SCAMPER SCAMPER SCAMPER SCAMPER SCAMPER Miller, Vehar, and Firestien, 2004: 25 SCAMPER Buser et al 2011 SCAMPER SCAMPER Buser et al, 2011: SCAMPER SCAMPER SCAMPER SCAMPER
13 SCAMPER SCAMPER
14 SCAMPER SCAMPER
15 SCAMPER SCAMPER
16 SCAMPER SCAMPER SCAMPER SCAMPER PHP pp Argyris, C Teaching smart people how to learn. Harvard Business Review, 69:
17 Ashwin, A Guerrilla marketing. Teaching Business & Economics, 10: 6. Buser, J. K., Buser, T. J., Gladding, S. T., & Wilkerson, J The creative counselor: Using the SCAMPER model in counselor training. Journal of Creativity in Mental Health, 6: De Bono, E New think: The use of lateral thinking in the generation of new ideas. Basic Books. p. 32, in pp Drucker, P. F Management: Tasks, responsibilities, practices. Harper & Row, Publishers. Hernandez, J. S., & Prathibha Varkey, P Vertical versus lateral thinking. The Pysician Executive, May / June: Kotle, P., & De Bes, F. T Lateral marketing: New techniques for finding breakthrough ideas, Wiley, Lautenslager, A, & Levinson, J Guerrilla marketing in 30 days. Entrepreneur Press Levenson, J., & Levinson, J Guerrilla marketing field guide: 30 powerful battle maneuvers for nonstop momentum and results. Entrepreneur Press. Levinson, J Guerrilla marketing. Houghton Mifflin. Levinson, J What is guerrilla marketing? accessed on Miller, B, Vehar, J, & Firestien, R Creativity unbound. B. Miller, J. Vehar, R. Firestien. Nufer, G Guerrilla marketing: Innovative or parasitic marketing? Modern Economy,: 1 6. Schulte, T Guerilla marketing fur unternehmertypen. 3 rd Edition Verlag Wissenschaft & Praxis, Sternenfels, quoted in Nufer 2013: 2. Torbert, W. R Action inquiry: The secret of timely and transforming leadership. Berrett-Koehler Publishers.
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