7INTRODUCTIONThe publication “Marketing... is a creative science” coming into your hands is the result of the au-thor’s effort to present a conceptually unified marketing theme and its creativity, together with the results of some of her own research investigations or marketing rules functioning in practice.The publication is intended for communities of experts interested in marketing issues and its rules with an emphasis on effectiveness and creativity. The author’s endeavour is to present marketing not only as — analytical science but also as — science extremely creative.From a theoretical perspective, the publication is focused on marketing and marketing man-agement substance as a general science. Each chapter is conceived as an overview of the theo-retical characteristics, with the so-called practice examples applied at the end of the chapter. Many of these examples are the result of our own research surveys constituting parts of scien-tific papers and articles.Publication concept is based on work with secondary information through monitoring and ana-lyzing such marketing approaches in practice which require a considerable creative potential amount. In many cases, the results of own primary research are presented as examples. These examples show that the results can be applied in practice and show that it is necessary to have a creative approach to marketing, strategic management and marketing communications.Many examples of the marketing creative potential are the students’ work from the Faculty of Multimedia Communications, especially visual arts, which was the author’s intention. The aim was to show that the cooperation with people developing ingenuity, sophistication and creativity of marketing solution is necessary for effective application of marketing principles.The author’s ambition was to show the readers that marketing... is — creative science. The pro-posal of marketing solutions, i.e. research, analyzes and strategies have to be approached indi-vidually and it has to be perceived the uniqueness of organization and situation which means the solution uniqueness. Whether this effort was successfully accomplished.....see for yourselves.
| ISBN: | 978-80-7454-865-9 |
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| EAN: | 9788074548659 |
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| Počet stran |
138 stran |
| Datum vydání |
29. 11. 2019 |
| Pořadí vydání |
První |
| Jazyk |
anglický |
| Vazba |
e-kniha - pdf |
| Autor: |
Radomila Soukalová |
| Nakladatelství |
Univerzita Tomáše Bati ve Zlíně |
| Tématická skupina |
999 - nezařazeno |
| Neprodejná publikace. Publikaci je možné poptávat zde: Volně dostupné na http://hdl.handle.net/10563/45870 |
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Svaz českých knihkupců a nakladatelů