Identifying Marketing Tools to Promote the Development of the Knowledge Economy: The Case of Lithuania

Abstract Background/Purpose The research aims to identify marketing tools that promote the development of the knowledge economy and to design a development model grounded in the research findings. This paper analyses the theoretical aspects of non-profit, social, and political marketing, introduces the concept of self-segmentation, and proposes a strategy to transform society’s readiness to foster the values of the knowledge economy. Methods The research was carried out in two successive stages. The first stage consisted of three separate sub-studies: a case study, quantitative descriptive research, and qualitative exploratory research. The second stage encompassed designing the model based on the findings. Results After conducting the case study, secondary impact factors of the tools were identified, influencing the choice of tools or the formation of their set. Following the study of the survey results, groups of high-priority marketing tools were distinguished. Based on the results of the expert evaluation, a set of the most commonly proposed marketing tools was compiled. As a result of the conducted research, a coherent five-stage model for promoting the development of the knowledge economy was created. Conclusion The model reflects key ideas: the choice of marketing tools is determined by the readiness and openness of the society to accept ideas; the success of dissemination is determined by inter-institutional cooperation; effective dissemination requires identification of the target consumer audience; and a set of marketing tools is designed on the basis of the results of continuous data analysis.