European Journal of Service Management, vol.17, no.1, pp.5-11, 2016 (Peer-Reviewed Journal)
Increasing worldwide competition due to liberal economies and globalization, rapid and continous development
in communication and information technologies have created a new type of consumer. Today, consumers are
more demanding. They want to be more informed, more valuable, and taken into consideration. Even, they wish
to play an active role in creating and marketing of products. All these have changed marketing concept and
perception. Marketing and communication managers must plan and apply creative and contemporary marketing
strategies and media to be able to reach new type of consumers and to be able to compete.
This conceptual study is consisted of mainly two parts. In the first part; creativity concept, and characteristics
of creativity in marketing are tried to explained. In the second part; the concept and importance of services
marketing is mentioned and some examples are given from creative marketing practices in services. Such as;
one of the most creative, destination marketing campaigns using the social web, “The Best Job in the World”
campaing of Tourism Queensland. Starbucks, the world’s most engaged brand online and a social media role
model in service business.