Using a new, systematic framework, this illuminating book turns ideation into a task anybody with sound logic and a determination to learn can do, and do well, by separating the process from the outcome.

� propos de l?auteur

Min Ding is Bard Professor of Marketing at Smeal College of Business and Affiliate Professor in the College of Information Sciences and Technology, the Pennsylvania State University, USA. Min received his Ph.D. in Marketing from Wharton School of Business, University of Pennsylvania, USA, and his Ph.D. in Molecular, Cellular, and Developmental Biology from Ohio State University, USA.

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