CREATIVITY AND INNOVATION IN THE PROFESSIONAL COMPETENCE OF MARKETOLOG
Creativity and innovation are the actions by which a company strives for success in the market, and at the same time, these are components of professional competencies that increase marketer's effectiveness in a dynamically changing environment. Creativity is perceived as a prerequisite for innovation. On the other hand, innovation can be defined as the realization of creativity. The pro-innovation approach is a special connection between creativity and innovation, that is, a real interest in the implementation of creative ideas in marketing, combined with the desire to take responsibility for the implementation of the project. As the results of the study show, there is a link between creativity and innovations of marketers and innovations of an organization. The article presents creativity and innovations as components of marketer's skills in the process of effective management of marketing projects in a changing environment. The content of the article suggests that companies when searching for a person for a vacant position related to marketing should consider creativity as the key competence. It is this quality that allows a person to create in banal themes advertising masterpieces with inaccessible economic and social efficiency. The results of the study will justify the reasons for introducing into the vocational training marketing subjects related to creative thinking.