The world is changing in marketing with the tremendous progress in technology and the resulting change in individuals' expectations and communication opportunities. Transformation and change in the field of marketing will occur thanks to the creative individuals who will create this change. In our study, creative people and creativity processes will be examined. The contributions of creative individuals to marketing activities will be emphasized. The creativity model will be explained as a figure. ‘‘Discovery is seeing what everyone else sees and thinking what no one else thinks’’ (Szent-Györgyi, 1963). Success in marketing is achieved by organizations that seize opportunities that others cannot recognize and provide creative solutions. Creativity has become one of the main factors to achieve success in every stage of life.

When viewed in an academic context, creativity is examined in several cases: history, sociology, psychology, pedagogy and business management. When modern creativity research is examined, it is seen that creativity consists of four stages: creative person; creative process; creative product, creative service and creative environment (Uusikylä, 2005). The focus will be on the relationship of creativity, which we observe in all processes of organizational structures, with people, networks and other customers. Today, it is accepted by everyone that creativity and creative environments will contribute greatly to companies' ultimate goals of achieving higher profits. Creativity changes every stage and all processes of the organization. The basic element of success emerges with the application of creativity processes at all stages of marketing.