KREATYWNOŚĆ W MARKETINGU PRODUKTÓW SEKTORA PRZEMYSŁÓW KREATYWNYCH
CREATIVITY IN THE PRODUCT MARKETING OF THE CULTURAL AND CREATIVE INDUSTRY

Summary/Abstract: A creative approach and seeking new, innovative solutions are features accompanying for desire of development. It is possible to state that ideas always have been a driving motor of the civilization. It happens today, in the postindustrial age as well. The contemporary development of modern economies is being identified with limiting the physical labor in the pure figure for the works based on the creativity and on the knowledge with the automation of processes. In the paper the author tries to answer the question if products and services offered by the creative industries sector - owning element of the creativity in themselves - require creative marketing. For the purposes of the study such research approaches were applied as: functional approach, methodology of the functional analysis, comparative analysis, expert approach, benchmarking. The main conclusion being an element of conducted analysis is included in the statement that the most creative product or the service requires a very creative marketing, because "way of serving the dish should not be worse than its refinement".

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