European Journal of Service Management

Wcześniej: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Service Management


ISSN: 2450-8535     eISSN: 2353-2858    OAI    DOI: 10.18276/ejsm.2016.17/1-01
CC BY-SA   Open Access 

Lista wydań / Vol. 17, 1/2016
Creative marketing in services

Autorzy: Mustafa Boz
Canakkale Onsekiz Mart University, Faculty of Tourism
Słowa kluczowe: Creative Marketing Marketing in Services Starbucks McDonald’s Destination Marketing
Data publikacji całości:2016
Liczba stron:7 (5-11)
Cited-by (Crossref) ?:

Abstrakt

Increasing worldwide competition  due to liberal economies and globalization, rapid and continous development  in communication and information  technologies  have  created a new type of consumer. Today, consumers are more demanding. They want to be more informed, more valuable, and taken into consideration.  Even, they wish to  play an active role in creating and marketing of products. All these have changed marketing concept  and perception. Marketing and communication managers must plan and apply creative and contemporary marketing strategies and media to be able to reach new type of consumers and to be able to compete. This conceptual study is consist of mainly two parts. In the first part;  creativity in marketing, and characteristics of creativity in marketing, are tried to explained. In the second part;  the concept and importance of services marketing is mentioned and some examples are given from creative marketing practices in services
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