THEORETICAL FUNDAMENTALS OF FORMATION AND IMPLEMENTATION OF CREATIVE MARKETING IN THE CONDITIONS OF CREATIVE ECONOMY

Abstract

The modern functioning of the world economy is associated with the processes of transformation and the formation of the creative economy, the foundations of which are knowledge, creativity, creativity, innovation. Currently, the creative sector of the economy occupies a leading position and has a positive impact on the economic development of individual cities, regions and countries as a whole by creating new jobs, using new technologies, generating creative goods and services, etc., which leads to increased competitiveness, quality of life and welfare. These transformations are related to globalization trends, harmoniously related to them and depend on knowledge, experience, acquired skills, creative talents and achievements, intellectual abilities and the degree of use of human potential. Today, the use of creativity and innovation in socio-economic facilities and systems should be considered the basis for a high level of competitiveness in various economic activities based on the generation and production of creative products and services. The presence in modern products or services of a creative, creative component, increasing the share of innovations in traditional goods and services helps the company to become successful and occupy the most profitable market positions. Thus, in a creative economy, which is post-industrial, there is the formation of new socio-economic relations and connections, as well as the transition to factors of production using innovation, creativity, creativity, knowledge, new methods of management and marketing, which contributes to strengthening the role of creative potential, intellectual resources, human capital and intangible assets in various activities, including marketing, which led to the emergence of creative marketing.

In the article on the basis of research of understanding of creativity (the levels of its realization are allocated and its signs are characterized) and marketing at the present stage of formation of creative economy the process algorithm of realization of creative process in marketing is resulted. Approaches to understanding the concept of "creative marketing" of both foreign and domestic scientists have been studied, as a result of which it is concluded that this definition is not established and is relatively new, complex and multifaceted, needs to be clarified and supplemented. On the basis of which the own interpretation of the concept of "creative marketing" is offered. The article also highlights the distinctive features, principles and tools of creative marketing, on the basis of which the process of formation and implementation of creative marketing in a creative economy is proposed.