The Creative Mystique: How to Manage It, Nurture It and Make It Pay (Wiley Series on Marketing Management)

By John M. Keil

A guide for people who must, at one time or another, manage, lead, direct, inspire, and be responsible for the work of 'creatives.' Written by a highly successful advertising agency creative director, it gives readers an insight into the creative processes and offers specific techniques for producing a better product. Spicing his directives with funny anecdotes, Keil explains how to judge a creative project, what to do about creative stagnation, how to make a presentation, and even how to hire, evaluate and fire creative people.

• Format: Hardcover
• Language: English
• ISBN: 0471879614
• ISBN13: 9780471879619
• Release Date: April 1985
• Publisher: Wiley
• Length: 231 Pages
• Weight: 1.25 lbs.
• Dimensions: 1.6" x 2.8"