EXPRESSION OF THE KNOWLEDGE ECONOMY IN THE CONTEXT OF MARKETING

Although the benefits of the knowledge economy are widely accepted, research in this field remains scarce. Assuming that marketing, which studies people’s needs and provides tools to address them, is suitable to promote the idea and values of the knowledge economy, this research explores whether marketing solutions can help to promote the development of the knowledge economy. The aim of this study has been achieved: based on scientific research analysis, a theoretical model for the development of the knowledge economy, grounded in marketing opportunities, has been developed. The model outlines, in a logical sequence, the stages recommended for creating the preconditions for the development of the knowledge economy, which are essential when designing development strategies. The authors argue that a coherent and effective development of the knowledge economy at the national level may only be achieved through the extremely broad and extensive involvement of development participants, the specific operating principles characteristic of the knowledge economy, and the availability of shared development guidelines. The proposed ideas encompass the disciplines of both knowledge economy and marketing, as well as their interactions.