Open AccessFeatures of creative marketing in the conditions of the innovative economy development
Author(s) -
Halyna Samiilenko,
Svitlana Bonyar,
Nataliia Ivanova,
Вероніка Худолей,
Stanislav Kukhtyk
Publication year - 2021
Publication title -
laplage em revista
Language(s) - English
Resource type - Journals
ISSN - 2446-6220
DOI - 10.24115/s2446-62202021731267p.89-102
Subject(s) - creativity , creative economy , process (computing) , realization (probability) , function (biology) , marketing , phenomenon , creative industries , business , knowledge management , economic system , economics , computer science , political science , mathematics , epistemology , statistics , evolutionary biology , law , biology , operating system , philosophy
The article systematizes the information on the definition of marketing as a leading tool for innovation of the creative economy, which explores the integrative function of marketing, as well as thoroughly analyzes the essence and content of creativity, based on five levels of creative process from individual to global economic system. The main features of creativity are highlighted and their characteristics are given. Based on this information, creative marketing as a phenomenon of creative economy is formulated and clearly presented. The main tools of creative marketing are identified and characterized and the main factors of their application are formulated. The process of realization of creative marketing and its results in the conditions of innovative direction of creative economy is developed and presented.