The publication “Marketing... is a creative science” coming into your hands is the result of the author’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 management
substance as a general science. Each chapter is conceived as an overview of the theoretical
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 scientific
papers and articles.
Publication concept is based on work with secondary information through monitoring and analyzing
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 proposal
of marketing solutions, i.e. research, analyzes and strategies have to be approached individually
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: | 978-80-7454-866-6 |
EAN: | 9788074548666 |
Počet stran |
69 stran |
Datum vydání |
11. 12. 2019 |
Pořadí vydání |
První |
Jazyk |
anglický |
Vazba |
měkké desky, lepená brožura oříznutá po třech stranách |
Autor: |
Radomila Soukalová |
Nakladatelství |
Univerzita Tomáše Bati ve Zlíně |
Tématická skupina |
999 - nezařazeno |
| Neprodejná publikace. Publikaci je možné poptávat zde: Vydáno pro potřeby UTB ve Zlíně - elektronická verze volně dostupná |