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TRIZ in Marketing Management: Study of Current Situation


[ 1 ] Instytut Inżynierii Bezpieczeństwa i Jakości, Wydział Inżynierii Zarządzania, Politechnika Poznańska | [ 2 ] Wydział Inżynierii Zarządzania, Politechnika Poznańska | [ P ] employee | [ SzD ] doctoral school student

Scientific discipline (Law 2.0)

[6.6] Management and quality studies

Year of publication


Chapter type

chapter in monograph / paper

Publication language


  • Marketing Management
  • Digital Marketing
  • Artificial Intelligence
  • TRIZ
  • OTSM

EN The issue addressed in this paper refers to the improvement of methods and tools for systematic innovation in the field of marketing management. The first part of the work defines a set of current and significant problems of marketing management, including a set of contradictions emerging in the management of Digital Marketing. The second part of the work, as a result of a systematic review of the literature, identifies the current state in the use of methods and tools of Theory of Inventive Problem Solving (TRIZ) and General Theory of Powerful Thinking (OTSM) in marketing management. There are four basic categories of problems in solving of which the TRIZ and OTSM tools specified in the work apply, i.e., problems related to the implementation of the concept of quality management in marketing, the implementation of green marketing (including eco-design, eco-innovation), marketing product management (including product design and improvement) and the issues of sustainable marketing management of enterprise. The last part of the paper indicates the directions of further research work for the improvement of methods and tools for systematic innovation in the field of marketing management.

Pages (from - to)

378 - 389





Towards AI-Aided Invention and Innovation : 23rd International TRIZ Future Conference, TFC 2023, Offenburg, Germany, September 12-14, 2023. Proceedings

Presented on

23rd International TRIZ Future Conference TFC 2023, 12-14.09.2023, Offenburg, Germany

Ministry points / chapter


Ministry points / chapter (humanities, social sciences and theology)


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