Creativity as a Condition for Achieving an Effective Higher Education Marketing Specialists Upbringing (Experience and Problems)

Ludmila Bahmane

Abstract


This article is an attempt to describe author's experience in improving efficiency of marketing professionals’ upbringing in the scope of Latvian higher education. It is shown that the use of the algorithm, which developes students creative behavior, allows to focus them on the rapid assessment of market situation and adoption of effective marketing solutions, using modern marketing techniques, in particular - matrix methods, cluster, discriminant and screening analysis. Researched experience and potential for the application of author’s theoretical elaborations (matrix «consumers demand for creativity (originality)"), which are particularly relevant for developing creative marketing management solutions in the areas of the business, where the novelty of goods (services) may be an important competitive advantage, in a rapidly changing external environment.

 


Keywords


marketing management; creative behavior learning algorithm; consumers demand for creativity; cluster; discriminant; matrix; screening analysis

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References


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DOI: http://dx.doi.org/10.17770/sie2015vol1.327

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