Eureka! Institutional Repository

The development of communication and logistic technologies in recent decades has led to reduced effectiveness of traditional marketing techniques. In the conditions of online marketing, multi-channel distribution and fragile market environment, companies are directed to searching for new approaches: development of integrated platforms for marketing and promoting creativity. Marketing in real time is seen as a tool to increase efficiency, achieve conformity in capacity utilization/ distribution channels and improving the market position of companies. Flexible bidding, as part of the dynamic marketing approach, generates results that underline sustainable growth of businesses. Innovative Marketing focuses on the opportunity of influencing key relations (benefits/costs/risks) in search of a favorable change for consumers and companies. The benefits of implementing innovative marketing techniques are utilized by companies, non-governmental organizations, consumers and society as a whole