出版社：Universidade Federal de São Carlos - UFSCar/Sorocaba
摘要：The article systematizes the information on the definition of marketing as a leading tool for innovation of the creative economy, which explores the integrative function of marketing, as well as thoroughly analyzes the essence and content of creativity, based on five levels of creative process from individual to global economic system. The main features of creativity are highlighted and their characteristics are given. Based on this information, creative marketing as a phenomenon of creative economy is formulated and clearly presented. The main tools of creative marketing are identified and characterized and the main factors of their application are formulated. The process of realization of creative marketing and its results in the conditions of innovative direction of creative economy is developed and presented.
