{"id":636,"date":"2021-01-14T20:40:57","date_gmt":"2021-01-14T18:40:57","guid":{"rendered":"http:\/\/journals.khnu.km.ua\/vestnik\/?p=636"},"modified":"2021-01-14T20:42:05","modified_gmt":"2021-01-14T18:42:05","slug":"%d1%96%d0%bd%d1%81%d1%82%d1%80%d1%83%d0%bc%d0%b5%d0%bd%d1%82%d0%b8-%d1%83%d0%bf%d1%80%d0%b0%d0%b2%d0%bb%d1%96%d0%bd%d0%bd%d1%8f-%d0%ba%d1%80%d0%b5%d0%b0%d1%82%d0%b8%d0%b2%d0%bd%d0%b8%d0%bc-%d0%bc","status":"publish","type":"post","link":"https:\/\/journals.khnu.km.ua\/vestnik\/?p=636","title":{"rendered":"\u0406\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442\u0438 \u0443\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u043d\u044f \u043a\u0440\u0435\u0430\u0442\u0438\u0432\u043d\u0438\u043c \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u043c"},"content":{"rendered":"

<\/p>\n

\u0406\u041d\u0421\u0422\u0420\u0423\u041c\u0415\u041d\u0422\u0418 \u0423\u041f\u0420\u0410\u0412\u041b\u0406\u041d\u041d\u042f \u041a\u0420\u0415\u0410\u0422\u0418\u0412\u041d\u0418\u041c \u041c\u0410\u0420\u041a\u0415\u0422\u0418\u041d\u0413\u041e\u041c<\/p>\n

MANAGEMENT TOOLS FOR CREATIVE MARKETING<\/p>\n

<\/a> \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438 138-142. \u041d\u043e\u043c\u0435\u0440 \u21161, 2020 (261)<\/strong><\/p>\n

\u0410\u0432\u0442\u043e\u0440\u0438:<\/strong>
\n\u0425\u0420\u0423\u041f\u041e\u0412\u0418\u0427 \u0421. \u0404.,
\n\u0406\u0412\u0410\u041d\u0415\u0427\u041a\u041e \u041d. \u0420.
\n\u0422\u0435\u0440\u043d\u043e\u043f\u0456\u043b\u044c\u0441\u044c\u043a\u0438\u0439 \u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0435\u043a\u043e\u043d\u043e\u043c\u0456\u0447\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442
\nKHRUPOVYCH S.,
\nIVANECHKO N.
\nTernopil National Economi\u0441 University<\/p>\n

DOI:<\/strong> https:\/\/www.doi.org\/10.31891\/2307-5740-2020-278-1-24<\/a>
\n\u041d\u0430\u0434\u0456\u0439\u0448\u043b\u0430 \/ Paper received:<\/strong> 29.01.2020
\n\u041d\u0430\u0434\u0440\u0443\u043a\u043e\u0432\u0430\u043d\u0430 \/ Paper Printed:<\/strong> 11.03.2020<\/p>\n

\u0410\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u043c\u043e\u0432\u043e\u044e \u043e\u0440\u0438\u0433\u0456\u043d\u0430\u043b\u0443.<\/strong><\/p>\n

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\u0420\u043e\u0437\u0448\u0438\u0440\u0435\u043d\u0430 \u0430\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u0430\u043d\u0433\u043b\u0456\u0439\u0441\u044c\u043a\u043e\u044e \u043c\u043e\u0432\u043e\u044e.<\/strong><\/p>\n

The article explores modern marketing tools. The basic views of economic and psychological thought on the problem of demand formation in the conditions of creative economy are given. The approach to the interpretation of ideas in Plato’s views is analyzed. It is established that the Greek philosopher viewed the creativity through the lens of good. The difference in approaches to customer satisfaction in classic marketing and the newest innovative concept – noomarketing is identified. Businesses are encouraged to use creative marketing technologies to gain competitive advantages. This is due to the fact that today you can increase sales by creating new values with creative ideas. The stages of formation of a new market of fitness services in Ukraine are analyzed. It is concluded that the process of creating the fitness industry complied to the consumer demands. The semantics of the words “creativity” and “creativity” are explored. The author saw the difference in the fact that the creative aims to bring ideas to a concrete result. It is established that creative abilities can be trained. It is determined that creative technologies of marketing in business are an intellectual resource of the organization, allow to distinguish the brand of the company in the market and are a source of developed outlook and critical analysis. When generating ideas, you can get creative results and custom solutions. The criteria for selecting a creative marketing team is suggested. It is worth paying attention to the presence of such characteristics as empathy, high intellectual potential, ability to work in a team, have a developed imagination, be able to defend own position. The author\u2019s research found that marketing is becoming more consolidated as big data is updated. It is proposed to integrate creativity into the activities of all business areas. This will allow you to get better thinking before launching a product or service. It is determined that business will receive poor financial results and will lose in the globalized competition if creativity is not present in its activity. It is concluded that firms should consider creativity as a resource for business. Before launching a product, every firm must use creativity that is derived from a marketing strategy. It also suggested to introduce creative ideas at each stage of the funnel sale, namely: knowledge. questions, purchasing a product or service, propaganda.<\/p>\n

\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430:<\/strong> \u0442\u0432\u043e\u0440\u0447\u0456\u0441\u0442\u044c, \u043a\u0440\u0435\u0430\u0442\u0438\u0432, \u043a\u0440\u0435\u0430\u0442\u0438\u0432\u043d\u0438\u0439 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433, \u0456\u043d\u043d\u043e\u0432\u0430\u0446\u0456\u0457, \u0456\u0434\u0435\u0457, \u0440\u0438\u043d\u043e\u043a \u0444\u0456\u0442\u043d\u0435\u0441 \u043f\u043e\u0441\u043b\u0443\u0433.<\/p>\n

References.<\/strong><\/p>\n

1. Kotler F. Osnovy marketinga. Kratkij kurs ; per s angl. Moskva : Vilyams, 2003. 656 s.
\n2. Kotler Filip, Hermavan Katardzhaia, Setiavan Yivan. Marketynh 4.0. Vid tradytsiinoho do tsyfrovoho ; per. z anhl. K. Kunytskoi ta O. Zamaievoi. Kyiv : Vyd. hrupa KM-BUKS, 2018. 208 s.
\n3. Frejd Z. Vvedenie v psihoanaliz : lekcii ; per. s nem. G. Baryshnikovoj. Moskva : Nauka, 1989. 456 s.
\n4. Maslow A. H. A theory of metamotivation: the biological rooting of the value-life, J humanistic Psychology, 1967. \u2116 7. R. 93\u2013102.
\n5. Bogoyavlenskaya D. B. Psihologiya tvorcheskih sposobnostej. Moskva : Akademiya , 2002. 320 s.
\n6. Bezrukova N.V. Hunchenko V.O. Kreatyvnyi marketynh yak zasib pidvyshchennia konkurentospromozhnosti kompanii. Efektyvna ekonomika. 2015. \u2116 2. URL : http:\/\/www.economy.nayka.com.ua\/?op=1&z=3806
\n7. Glushakova T.I. Kreativnoe myshlenie v reklame i chto emu sposobstvuet. URL : https:\/\/www.marketing.spb.ru\/libcomm\/advert\/creative_mind.htm
\n8. Bernovich P. Marketing budushego. URL : https:\/\/noomarketing.net\/marketing-buduschego
\n9. Filosofskyi entsyklopedychnyi slovnyk \/ za red. V.I. Shynkaruka. Kyiv : Vydavnytstvo humanitarnoi literatury \u201cAbrys\u201d, 2002. 744 s.
\n10. Platon Izbrannye dialogi. Moskva : Hudozhestvennaya literatura, 1965. 440 s.
\n11. Aizekson Volter. Ctiv Dzhobc. Biohpafiia zacnovnyka kompanii Apple. Kyiv : Brait Buks, 2015. 704 s.
\n12. Sait \u00abAppleinsider\u00bb. URL : https:\/\/appleinsider.com\/articles\/18\/09\/19\/apple-sold-43-of-all-phones-priced-above-400-globally-inq2-earned-majority-of-handset-profits
\n13. Doslidzhennia rynku fitnes posluh v Ukraini 2018. URL : https:\/\/fitcurves.org\/wp-content\/themes\/fitcurves\/fr-new\/2018.pdf
\n14. Khrupovych S.Ie. Zastosuvannia instrumentiv internet marketynhu pid chas prosuvannia produktsii na rynkakh V2V. Visnyk Khmelnytskoho natsionalnoho universytetu. 2019. \u2116 1. S. 204\u2013209. URL : http:\/\/journals.khnu.km.ua\/vestnik\/pdf\/ekon\/pdfbase\/2019\/2019_1\/jrn\/pdf\/39.pdf<\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[7],"tags":[],"_links":{"self":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/636"}],"collection":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=636"}],"version-history":[{"count":3,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/636\/revisions"}],"predecessor-version":[{"id":639,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/636\/revisions\/639"}],"wp:attachment":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=636"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=636"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=636"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}