Use of creative marketing in the implementation of enterprise strategy
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 effec...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Simon Kuznets Kharkiv National University of Economics
2023-04-01
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| Series: | Економіка розвитку |
| Subjects: | |
| Online Access: | https://ecdev.com.ua/journals/t-22-2-2023/vikoristannya-kreativnogo-marketingu-pri-realizatsiyi-strategiyi-pidpriyemstva |
| _version_ | 1797262337929904128 |
|---|---|
| author | I. Pererva O. Myronova |
| author_facet | I. Pererva O. Myronova |
| author_sort | I. Pererva |
| collection | DOAJ |
| description | 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 |
| first_indexed | 2024-04-24T23:55:31Z |
| format | Article |
| id | doaj.art-d347256d2f2b409fbb92e94e8edf8884 |
| institution | Directory Open Access Journal |
| issn | 1683-1942 2304-6155 |
| language | English |
| last_indexed | 2024-04-24T23:55:31Z |
| publishDate | 2023-04-01 |
| publisher | Simon Kuznets Kharkiv National University of Economics |
| record_format | Article |
| series | Економіка розвитку |
| spelling | doaj.art-d347256d2f2b409fbb92e94e8edf88842024-03-14T14:04:56ZengSimon Kuznets Kharkiv National University of EconomicsЕкономіка розвитку1683-19422304-61552023-04-012222840https://doi.org/10.57111/econ/2.2023.2889Use of creative marketing in the implementation of enterprise strategyI. PerervaO. MyronovaThe 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 strategyhttps://ecdev.com.ua/journals/t-22-2-2023/vikoristannya-kreativnogo-marketingu-pri-realizatsiyi-strategiyi-pidpriyemstvacreative approachstrategic directionsset of promotion measurescompetitive advantagespromotion toolsinternet promotion |
| spellingShingle | I. Pererva O. Myronova Use of creative marketing in the implementation of enterprise strategy Економіка розвитку creative approach strategic directions set of promotion measures competitive advantages promotion tools internet promotion |
| title | Use of creative marketing in the implementation of enterprise strategy |
| title_full | Use of creative marketing in the implementation of enterprise strategy |
| title_fullStr | Use of creative marketing in the implementation of enterprise strategy |
| title_full_unstemmed | Use of creative marketing in the implementation of enterprise strategy |
| title_short | Use of creative marketing in the implementation of enterprise strategy |
| title_sort | use of creative marketing in the implementation of enterprise strategy |
| topic | creative approach strategic directions set of promotion measures competitive advantages promotion tools internet promotion |
| url | https://ecdev.com.ua/journals/t-22-2-2023/vikoristannya-kreativnogo-marketingu-pri-realizatsiyi-strategiyi-pidpriyemstva |
| work_keys_str_mv | AT ipererva useofcreativemarketingintheimplementationofenterprisestrategy AT omyronova useofcreativemarketingintheimplementationofenterprisestrategy |