master's thesis
CREATIVITY IN MARKETING

Barbara Petković (2016)
Josip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Chair of Marketing
Metadata
TitleKreativnost u marketingu
AuthorBarbara Petković
Mentor(s)Mane Medić (thesis advisor)
Abstract
Kreativnost je mentalni proces koji uključuje stvaranje novih ideja, pojmova, ili rješenja problema, ili novih poveznica između postojećih ideja ili pojmova. S obzirom na svakodnevno prisutnu tržišnu utakmicu, svoje umjeće na tržištu potrebno je sakriti od drugih kako bismo ostali konkurentni. Inovacije i doza kreativnosti danas igraju glavnu ulogu u osvajanju tržišnih segmenata u svim područjima poslovanja. Prvi korak u otklanjanju konceptualnih barijera je priznavanje da je kreativno rješavanje problema vještina koja se može naučiti. Postoje četiri faze u procesu kreativnog rješavanja problema: priprema, inkubacija, inspiracija i implementacija. Kreativnost je također uvijek moguće dodatno potaknuti koristeći određene metode, najpoznatije od njih su: brainstorming, metoda 6-3-5, metoda šest šešira. Kreativnost se krije u svima nama, samo je potrebno potruditi se da ju izvućemo iz nas samih. Kako bismo ju izvukli preporučuje se pratiti savjete za razvijanje kreativnosti, a izbjegavati ponašanje kojim ćemo potisnuti našu kreativnost. Kreativnost u marketingu uvijek donosi rezultate. Kreativnost će novim tvrtkama omogućiti da se probiju na tržištu i postanu poznate i uočljivije, dok će već postojećim tvrtkama omogućiti daljnji razvoj, prevladavanje problema, zadržanje ili poboljšanje postojeće pozicije na tržištu. Važno je kako prezentiramo sebe i svoje ideje.
Keywordscreativity idea innovations market
Parallel title (English)CREATIVITY IN MARKETING
Committee MembersMane Medić (committee chairperson)
Sunčica Oberman Peterka (committee member)
Josipa Mijoč (committee member)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Lower level organizational unitsChair of Marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeMarketing
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-07-15
Parallel abstract (English)
Creativity is a mental process involving the creation of new ideas, concepts, or solutions to problems, or new links between existing ideas or concepts. Considering daily present competition, it is necessary to hide your skills form others to stay competitive in the market. Innovation and creativity dose play a major role in winning market segments in all areas of business today. The first step in eliminating the conceptual barriers is the recognition that the creative problem solving is skill that can be learned. There are four stages in the process of creative problem solving: preparation, incubation, inspiration and implementation. Creativity is also always possible to further boost by using certain methods, the best known of these are: brainstorming, method 6-3-5, six hats method. Creativity lies in all of us, it is only necessary to make an effort to pull it out of ourselves. To pulled it out recommended to follow advice for the development of creativity and avoid behavior that suppresses our creativity. Creativity in marketing always brings results. Creativity will enable new companies to break into the market and become known and more visible, while existing companies to further develop, overcoming problems, maintain or improve its position on the market. It is important how you present yourself and your ideas.
Parallel keywords (Croatian)kreativnost ideja inovacije tržište
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:170260
CommitterGordana Kradijan