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Jeffrey B. Schmidt and Logan L. Watts

Although the fields of marketing and leadership have historically demonstrated little cross-fertilization of ideas, concepts, and theories, this chapter proposes that these two domains have much to gain from research that attempts to integrate these rich areas. Along these lines, two promising areas of future research are proposed for investigating the leadership of creative efforts in the marketing domain –developing a market-orientation climate and managing the constraints of product, price, place, and promotion activities.