European Journal of Service Management

Wcześniej: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Service Management

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

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

Rok wydania:2016
Liczba stron:7 (5-11)
Słowa kluczowe: Creative Marketing Marketing in Services Starbucks McDonald’s Destination Marketing
Autorzy: Mustafa Boz
Canakkale Onsekiz Mart University, Faculty of Tourism

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
Pobierz plik

Plik artykułu

Bibliografia

1.Andrews, J., & Smith, D. C. (1996). In Search of the Marketing Imagination: Factors Affecting the Creativity of Marketing Programs for Mature Products. Journal of Marketing Research. Vol. XXXIII (May 1996), 174-187.
2.Berthon, P.R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). (2012). Marketing Meets Web 2.0, Social Media, and Creative Consumers: Implications For İnternational Marketing Strategy. Business Horizons. (2012) 55, 261—271.
3.Boone, L.E., Kurtz, D.E., Mackenzie, H.F., & Snow, K. (2010), Contemporary Marketing. 2nd Canadian Edition. –Toronto: Nelson Education Inc.
4.Borrett, M. & Barreto, R. (2011). Creativity in Marketing: An Acquired Skill. Brand Learning, 2011 Retrieved from team@brandlearning.com (10.03.2014)
5.Burbiel, J. (2009). Creativity in research and development environments: A practical review. Int. Journal of Business Science and Applied Management, Volume 4, Issue 2, 2009.
6.Coy, P. (2000, August 28). The 21st century corporation: The creative economy. Business Week, 77-82. Cited from Titus, P. A. (2007). Applied Creativity: The Creative Marketing Breakthrough Model. Journal of Marketing Education. Vol. 29 No. 3, December 2007 262-272.
7.Dragoon, J. (2010). What Is Creativity's Value--In Marketing, In Business? Retrieved 10/04/2010 from http://www.forbes.com/2010/10/04/facebook-zuckerberg-twitter-wendy-kopp-creativity-advertising-cmo-network.html (10.02.2014).
8.Greffe, X. (2006). Managing Creative Enterprises. Creative industries – Booklet No. 3. World Intellectual Property Organization.
9.Grönroos, C. (1997). Keynote Paper: From Marketing Mix To Relationship Marketing – Towards a Paradigm Shift in Marketing. Management Decision. 35/4 [1997] 322–339.
10.Gummesson, E. (2007). Exit Services Marketing – Enter Service Marketing. The Journal of Customer Behaviour, 2007, Vol. 6, No. 2, pp.113-141.
11.Hayes, A. (2009). Best Job in the World bursts onto the ATE stage. Retrieved from Tourism Queensland.http://www.tq.com.au/tqcorp_06/fms/tq_corporate/international/Microsoft%20Word%20-%20ATE%20Daily%20%202009%20-%20Best%20Job%20in%20the%20World%20media%20release.pdf (10.02.2012)
12.Jaskari, M. M. (2013). The Challenge of Assessing Creative Problem Solving in Client-Based Marketing Development Projects A SOLO Taxonomy Approach. Journal of Marketing Education. December 2013 vol. 35 no. 3 231-244.
13.Kotler, P. (2002). Marketing Management, Millenium Edition. Custom Edition for University of Phoenix. ISBN 0–536–63099-2 BA 993095. (15.03.2014).
14.Levitt, T. (1983). The Marketing Imagination (Excerpt). New York/London, Copyright 1983 by The Free Press.
15.LinkedIn.com. (2011). About Tourism Queensland. Retrieved from Linkedin.com: http://www.linkedin.com/company/tourism-queensland?trk=ppro_c (10.02.2012).
16.Lovelock, C., & Gummesson, E. (2004). Whither Services Marketing? : In Search of a New Paradigm and Fresh Perspectives Journal of Service Research 2004 7: 20.
17.Nuttavuthisit, K. (2010). If You Can’t Beat Them, Let Them Join: The Development Of Strategies To Foster Consumers’ Co-Creative Practices. Business Horizons. (2010) 53, 315—324.
18.PhoCusWright Inc. (2011). Effective Tourism Marketing In Today's Digital World; Tourism Queensland—A Compelling Case Study. Millennium Foundation, Retrieved April 1, 2012, from http://www.millenniumfoundation.org/mutualise/ uploads/assets/the_phocuswright_conference_program_ccb05095dc79a8082a70 1f89a78cf89047330c31.pdf.
19.Pitta, D. A., Wood, V. R., & Franzak, F. J. (2008). Nurturing an Effective Creative Culture within a Marketing Organization. Journal of Consumer Marketing. 25/3 (2008) 137–148.
20.Pointroll (2014). Real-Time Marketing, Dynamic Cr eative Optimization & the Empowered Marketer Understanding the Intersection of Data, Media and “Big” Creative.
21.Reisman, F. (2013). Introduction To Creativity: Process, Product, Personalıty, Envıronment & Technology. Chapter 1. (Guest Editor) Reisman, F. Creativity: Process, Product, Personality, Environment & Technology. International Conference on Knowledge, Innovation & Enterprise, KIE Conference Books, 2013.
22.Schoultz, M. (2014). Starbucks Marketing Strategy: Making Social Media A Difference Maker. Retrieved from http://www.digitalsparkmarketing.com/creative-marketing/social-media/starbucks-marketing/ (2.5.2014).
23.Sefertzi, E. (2000). Creativity. Report produced for the EC funded Project. January 2000.
24.Seidel, S. & Rosemann, M. (2008). Creativity Management – The New Challenge for BPM. BPTrends ▪ May 2008. Retrieved from http://www.bptrends.com/publicationfiles/Three%2005-08-ART-CreativityManagement-Seidel-and-Rosemann-final.pdf (4.01.2016).
25.Smith, P. R., & Zook, Z. (2011). Marketing Communications. Integrating off line and online with Social Media. Kogan Page, 2011 Fith edition.
26.Titus, P. A. (2007). Applied Creativity: The Creative Marketing Breakthrough Model. Journal of Marketing Education. Vol. 29 No. 3, December 2007 262-272.
27.voteforus.com (2014). Starbucks Marketing Strategy Unconventionally Effective. Retrieved from http://www.voteforus.com/starbucksmarketingstrategy.html (20.3.2014)