The historical heritage of Tomas Bata as an incitement for application of creativity in marketing

Abstract

The objective of this contribution is to point out the implementation of Bata's legacy as an incitement for applying creativity in marketing within the contemporary education. Tomas Bata's business style has been used by prestigious companies all over the world because it still remains a pillar for modern entrepreneurial activities. As the first one, he put the customer on a pedestal and this strategy is today one of the most significant factors in business areas with the strongest competition and is becoming the necessity for marketing specialists in the search for new approaches to customers. The market is currently filled with a number of almost identical products; however, in the center of attention is the one that offers the maximum in a creative way. The presented study shows a creative approach in the promotion of Bata's philosophy in innovative marketing. (C) 2015 The Authors. Published by Elsevier Ltd.