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Special aspects of marketing research on creativity-oriented needs of the modern market


Oleg Melnikov, Dmitry Alabuzhev
(about the authors)

Melnikov Oleg N. – Doctor of Science, Economics; Professor, Chair of Management (Bauman Moscow State Technical University)

Alabuzhev Dmitry S. – Director for Program Maintenance, “Russian Helicopters”, JSC; Moscow

Published in:
Russian Journal of Innovation Economics
– Volume 4, Number 3 (July-September, 2014)



Keywords: creativity, innovation, marketing, marketing research


Citation:
Oleg Melnikov, Dmitry Alabuzhev (2015). Special aspects of marketing research on creativity-oriented needs of the modern market. Russian Journal of Innovation Economics, 4(3), 49-56. doi: 10.18334/inec.4.3.294


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Abstract:

Marketing research based on creativity of both products and services offered, and their consumers, is an actual scientific mission. The article describes the specifics of traditional approaches to marketing research including creative approach to this type of activities.







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