Українська
Pererva, I., & Myronova, O.
(2023).
Use of creative marketing in the implementation of enterprise strategy.
Economics of Development,
22(2),
28-40.
https://doi.org/10.57111/econ/2.2023.28
English
Article
Use of creative marketing in the implementation of enterprise strategy
Received 30.01.2023, Revised 12.04.2023, Accepted 28.04.2023
Abstract
The relevance of the research problem is determined by the need to increase the competitiveness of enterprises in the conditions of increased competition in the global market. The purpose of the article was to conduct a theoretical analysis and develop methodological support for the search for effective marketing tools during the implementation of a creative marketing strategy. To achieve the goal, the following methods were used: logical generalisation; comparative analysis; statistical analysis; analytic hierarchy process; expert survey method; graphical and tabular method. As a result of the study, the following results were obtained: the essence of the concept of “creativity” is determined and the importance of using creative marketing tools during the implementation of the company’s strategy is substantiated; it has been proven that when choosing strategic directions, it is necessary to develop and implement a creative marketing mix model; it is substantiated that for the application of creative marketing, the personnel of the enterprise must be of a creative type; it was determined that during the development of a creative marketing strategy in the conditions of global digitalisation, an important stage is the choice of social networks; it has been proven that in conditions of the consequences of the COVID-19 pandemic and military aggression in Ukraine, the most significant creative marketing tool is Internet marketing; it has been proven that among creative Internet marketing tools, the most effective are Social Media Marketing, Search engine optimisation, Event marketing and contextual advertising. The practical significance of the obtained results lies in the formation of practical recommendations for the selection of effective creative marketing tools during the development and implementation of the company’s strategy aimed at increasing its competitive advantages. Formulated conclusions and recommendations can be used by the management of modern enterprises that are looking for ways to increase competitiveness through the implementation of a creative marketing strategy
Keywords:
creative approach; strategic directions; set of promotion measures; competitive advantages; promotion tools; Internet promotion
- 1,810 Views
- Read article
References
[1] Al-zoubi, A.F. (2017). Creative marketing as a strategic introduction to enhance the competitive advantages in Jordanian service organizations: A case study. International Journal of Marketing Studies, 9(2), 78-91. doi: 10.5539/ijms.v9n2p78.
[2] American psychological association ethical principle. Ethical principles of psychologists and code of conduct. (2017). Retrieved from http://www.apa.org/ethics/code/index.aspx.
[3] Ang, S.H., Leong, S.M., Lee, Y.H., & Lou, S.L. (2004). Necessary but not sufficient: Beyond novelty in advertising creativity. Journal of Marketing Communications, 20(3), 214-230. doi: 10.1080/13527266.2012.677464.
[4] Azimpour, G., Mostaghimi, M.R., & Mohsen, A. (2015). Investigate the relationship between marketing strategy creativity and marketing strategy implementation effectiveness of the EEVA trading company. Indian Journal of Applied Business and Economic Research, 13(6), 3907-3920.
[5] Bezrukova, N.V., & Gunchenko, V.O. (2015). Branding on the internet as a means of global marketing communication. Efektyvna Ekonomika, 2.
[6] Dmytriiev, I., Levchenko, Ia., Prokopenko, M., Beketov, Yu., & Malikov, V. (2022). Development of a marketing strategy to improve the market activities of agricultural and processing enterprises on the example of company policy. Scientific Horizons, 25(8), 125-133. doi: 10.48077/scihor.25(8).2022.125-133.
[7] Dragan, O., & Rudova, A. (2021). Forming of personnel creativity in management of talents of the enterprise. Economy and Society, 30, 1-7. doi: 10.32782/2524-0072/2021-30-38.
[8] Guilford, J.P. (1950). Creativity. American Psychologist, 5(9), 444-454. doi: 10.1037/h0063487.
[9] Harris, J., Ciorciari, J., & Gountas, J. (2018). Consumer neuroscience for marketing researchers. Journal of Consumer Behaviour, 17(3), 239-252. doi: 10.1002/cb.1710.
[10] Hrabovetskyj, B.Ye. (2010). Methods of expert evaluations: Theory, methodology, directions of use. Vinnytsia: VNTU.
[11] Hurzhij, N.M. (2011). Creative marketing in the system of the strategic marketing. Bulletin of V.N. Karazin Kharkiv National University, 970, 45-50.
[12] Instagram surpassed Facebook for the first time in terms of the number of users in Ukraine – Research. (2022). Retrieved from https://www.epravda.com.ua/news/2022/01/20/681633/.
[13] Ishaq, M.I. (2013). Marketing strategy and business unit performance: Empirical evidence from Pakistani industries. Saarbrücken: Lambert Academic Publishing.
[14] Kharun, O.A. (2017). Formation of personnel’s creativity in the conditions of innovative development of enterprises. Uzhorod National University Herald. International Economic Relations and World Economy, 16(2), 142-146.
[15] Khrupovych, S., & Ivanechko, N. (2020). Management tools for creative marketing. Herald of Khmelnytskyi National University. Economic Sciences, 1, 138-143. doi: 10.31891/2307-5740-2020-278-1-24.
[16] Kitchenko, O., & Prykhodko, Ye. (2020). Marketing communications tools using to promote brands on social media. Efektyvna Ekonomika, 12. doi: 10.32702/2307-2105-2020.12.104.
[17] Klipkova, O.I. (2015). Creativity and innovation as the main components of the new vector in enterprise management. Scientific Bulletin of Mukachevo State University. Series “Economics”, 2(4), Part 2, 76-80.
[18] Коsova, T., Smerichevskyi, S., Yaroshevska, O., Smerichevska, S., & Zamay, O. (2022). Credit risk management: Marketing segmentation, modeling, accounting, analysis and audit. Scientific Horizons, 25(8), 106-116. doi: 10.48077/ scihor.25(8).2022.106-116.
[19] Leonard, D., Swap, W., & Barton, G. (2014). Critical knowledge transfer: Tools for managing your company’s deep smarts. Brighton: Harvard Business Review Press.
[20] Maslow, A.H. (1954). Motivation and personality (1st ed.). New York: Harper & Row.
[21] Mazerant, K., Willemsen, L.M., Neijens, P.C., & Noort, G. (2021). Spot-on creativity: Creativity biases and their differential effects on consumer responses in (non-)real-time marketing. Journal of Interactive Marketing, 53, 15-31. doi: 10.1016/j.intmar.2020.06.004.
[22] Media consumption in Ukraine: Change in media needs and defeat of Russian propaganda. (2022). Retrieved from https://detector.media/infospace/article/196442/2022-02-15-mediaspozhyvannya-v-ukraini-zmina-mediapotreb-ta-progrash-rosiyskoi-propagandy/.
[23] Mednick, S.A. (1962). The associative basis of the creative process. Psychological Review, 6, 220-232. doi: 10.1037/h0048850.
[24] Ngai, E.W.T., Tao, S.S.C., & Moon, K.K.L. (2015). Social media research: Theories, constructs, and conceptual frameworks. International Journal of Information Management, 35(1), 33-44. doi: 10.1016/j.ijinfomgt.2014.09.004.
[25] Nesterenko, V. (2023). Influence of socio-demographic factors on the development of marketing communications. Scientific Bulletin of Mukachevo State University. Series “Economics”, 10(2), 9-20. doi: 10.52566/msu-econ2.2023.09.
[26] Penkova, O., & Kharenko, А. (2023). Transformation of marketing logistics for the export of ukrainian crop production in the context of a full-scale war with the russian federation. Scientific Bulletin of Mukachevo State University. Series “Economics”, 10(1), 37-48. doi: 10.52566/msu-econ1.2023.037.
[27] Proskurina, M.O. (2015). Creative industries as an environment of economic activity. World Economy and International Economic Relations, 8, 243-245.
[28] Pushkar, O.I., & Tataryntseva, Yu.L. (2018). Creative marketing in the economy of impressions. In Sustainable development of enterprises in the international economic space (pp. 186-197). Kyiv: Maslakov.
[29] Rating: The most popular social networks in the world and who owns them. (2021). Retrieved from https://uaspectr.com/2021/12/12/najpopulyarnishi-sotsialni-merezhi-u-sviti-2022/.
[30] Renzulli, J.S. (1977). The enrichment triad model: A guide for developing defensible programs for the gifted and talented. Gifted Child Quarterly, 20(3), 303-306. doi: 10.1177/001698627602000327.
[31] Rust, R.T., Lemon, K.N., & Zeithaml, V.A. (2004). Return on marketing: Using customer equity to focus marketing strategy. Journal of Marketing, 68(1), 109-127. doi: 10.1509/jmkg.68.1.109.24030.
[32] Saukh, I., & Vikarchuk, O. (2021). Creativity in management and creative management: Meta-analysis. Marketing and Management of Innovations, 1, 65-80. doi: 10.21272/mmi.2021.1-06.
[33] Slater, S.F., Hult, G.T.M., & Olson, E.M. (2010). Factors influencing the relative importance of marketing strategy creativity and marketing strategy implementation effectiveness. Industrial Marketing Management, 39(4), 551-559. doi: 10.1016/j.indmarman.2008.03.007.
[34] Tavana, M., Soltanifar, M., & Santos-Arteaga, F.J. (2021). Analytical hierarchy process: Revolution and evolution. Annals of Operations Research, 1-39. doi: 10.1007/s10479-021-04432-2.
[35] Taylor, C.W. (1988). Various approaches to and definitions of creativity. In The Nature of Creativity (pp. 99-124). Cambridge: Cambridge University Press.
[36] Young, J. (2022). US ecommerce grows 14.2% in 2021. Retrieved from https://www.digitalcommerce360.com/2022/02/04/early-estimates-us-ecommerce-grows-14-2-in-2021/.
[37] Zadorozhniuk, N. (2018). Application of the basis of creative management in motivation of IT-professionals. Intellect XXI, 6, 149-152.