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The Historical Heritage of Tomas Bata as an Incitement for Application of Creativity in Marketing

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dc.title The Historical Heritage of Tomas Bata as an Incitement for Application of Creativity in Marketing en
dc.contributor.author Soukalová, Radomila
dc.contributor.author Göttlichová, Marcela
dc.relation.ispartof Proceedings of the 3rd International Conference on Leadership, Technology and Innovation Management
dc.identifier.issn 1877-0428 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2015
utb.relation.volume 175
dc.citation.spage 342
dc.citation.epage 349
dc.event.title Proceedings of the 3rd International Conference on Strategic Innovative Marketing (IC-SIM)
dc.event.location Madrid
utb.event.state-en Spain
utb.event.state-cs Španělsko
dc.event.sdate 2014-09-01
dc.event.edate 2014-09-04
dc.type conferenceObject
dc.language.iso en
dc.publisher Elsevier Science B.V.
dc.identifier.doi 10.1016/j.sbspro.2015.01.1209
dc.relation.uri https://www.sciencedirect.com/science/article/pii/S1877042815012690
dc.subject Bata's legacy en
dc.subject creativity in marketing en
dc.subject Tomas Bata's business style en
dc.subject creativity in promoting of Bata's philosophy en
dc.description.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. en
utb.faculty Faculty of Multimedia Communications
dc.identifier.uri http://hdl.handle.net/10563/1006714
utb.identifier.obdid 43872572
utb.identifier.wok 000380495700043
utb.source d-wok
dc.date.accessioned 2016-10-25T12:38:08Z
dc.date.available 2016-10-25T12:38:08Z
dc.rights Attribution-NonCommercial-NoDerivs 4.0 International
dc.rights.uri http://creativecommons.org/licenses/by-nc-nd/4.0/
dc.rights.access openAccess
utb.contributor.internalauthor Soukalová, Radomila
utb.contributor.internalauthor Göttlichová, Marcela
utb.fulltext.affiliation Radomila Soukalová a *, Marcela Göttlichová a a Tomas Bata University in Zlín, Faculty of Multimedia Communication, Zlín 760 01, Czech Republic * Corresponding author. Tel.: +42-060-677-7293 E-mail address: soukalova@fmk.utb.cz
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