Abstract
The article analyzes the relevance of implementing marketing tools in the field of creative industries to ensure effective development, promotion, and commercialization of creative products. In the context of the modern economy—where innovation, knowledge, and creativity dominate-there is a growing need for new approaches to meet consumer needs and strengthen competitiveness. Purpose of the Article. The aim is to develop a concept of creative industries marketing as a strategic approach focused on the creation, promotion, distribution, and commercialization of creative goods and services. This concept combines traditional marketing strategies and tools with specific methods that consider the cultural, social, aesthetic, and innovative value of creative products. The article also seeks to define a model for the marketing mix of creative industries and describe the objects of marketing influence. Object of the Research. Creative industries as an economic sector based on creativity, innovation, and knowledge, aimed at generating economic and socio-cultural value. Research Methods. The study employs the analysis of theoretical sources and international experience, systematization of scientific approaches, generalization of practical results, and the development of a conceptual model for creative industries marketing. Research Hypothesis. The use of effective marketing strategies in creative industries enhances their competitiveness, economic potential, and socio-cultural impact. Main Content. This article explores the concept of marketing in creative industries as a strategic approach to the creation, promotion, distribution, and commercialization of creative goods and services. It highlights the significance of the creative economy as a driver of economic growth based on creativity, knowledge, innovation, and intellectual property. The author emphasizes the role of marketing strategies and tactics in ensuring competitiveness, brand development, and attracting investment in the creative industries. A marketing concept is proposed that combines traditional marketing tools with specific approaches that consider the cultural, social, aesthetic, and innovative value of the product. Special attention is paid to the integration of advanced technologies (AI, AR/VR, big data, NFT) and the implementation of sustainability principles, social responsibility, and emotional audience engagement. The article also examines the functions and tasks of marketing within the context of creative industries. A "7P" marketing mix model is presented, tailored to the specifics of creative products. Furthermore, the article discusses the role of creative products as objects of marketing influence in various types of economic activities, emphasizing the importance of the synergy between creativity, technology, and a strategic approach to promoting products with cultural, aesthetic, and innovative value. Originality and practical significance. The article emphasizes the importance of the synergy between creativity, technology, and a strategic approach to promoting products that have cultural, aesthetic, and innovative value. A "7P" marketing mix model is presented, taking into account the specifics of creative products. Conclusions and Prospects for Further Research. The study concludes by highlighting the importance and uniqueness of creative industries marketing, emphasizing its key role in the commercialization of creative ideas, the development, promotion, and realization of creative products, fostering cultural potential, and forming sustainable competitive advantages in the global economy. Future research will focus on adapting other elements of the marketing mix: price, place, promotion, process, people, and physical environment-to creative products.
Keywords
marketing, creative industries marketing, marketing concept, strategic approach, marketing strategies, marketing mix, creative product, lateral marketing
References
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