Ludmila Bahmane


In this work an attempt is made to describe the experience of marketing decision development in the conditions of a turbulent business environment using the example of various Latvian enterprises. The main goal is to show the possibility of simple algorithm for strategic marketing solutions development of different business structures in Latvian market, which can be easily mastered by students of the 2-nd or 3-rd years during 100 academic hours. Using characteristic features of a turbulent business environment, the possibilities of applying marketing decisions offering algorithms both for the national (Latvian) market and for entry into international markets are discussed. This experience is part of the author's pedagogical activity at higher education institutions in Latvia (RISEBA) over the last 20 years and assumes training in new methods of marketing decision development, with use of modern marketing technologies, including matrix methods, as well as cluster, discriminant and screening analysis. The researched experience and potential for the application of the author's theoretical elaborations (the matrix “solution’s novelty – consumer’s demand for novelty”) are particularly relevant for developing creative marketing management solutions in the areas of business where the novelty of goods (services) may be an important competitive advantage in a turbulent business environment.


algorithms for marketing decision development; adapted to market conditions; consumers’ demand for creativity; marketing management; turbulent business environment

Full Text:



Ansoff, H.I. (2007). Strategic Management Classic Edition. Palgrave Macmillan.

Atkinson, J., Wilson, J. (1996). Strategic Marketing: Cases, Concepts and Challenges. HarperCollins Publishers.

Bahmane, L. (2005). Cluster Analysis as the Method of Subject Segmentation of European Development Funds of Small and Medium-Sized Business in Latvia. Proceedings of the 5th International Conference “Reliability and Statistics in Transportation and Communication”. Riga.

Bahmane, L. (2010). Development of Strategic Marketing Solutions in Circumstances of Rapidly Changing External Environment. Proceedings of the 10th International Conference "Reliability and Statistics in Transportation and Communication", (pp. 255-260). Riga.

Bahmane, L. (2015). Creativity as a Condition for Achieving an Affective Higher Education Marketing Specialists Upbringing (Experience and Problems). Society. Integration. Education. Proceedings of the International Scientific Conference. Volume 1. Rezekne.

Best, R. J. (2005). Market-Based Management. Strategies for Growing, Customer Value and Profitability. 4th edition. Prentice Hall.

Boddy, D., Paton, R. (1998). Management. An introduction. Prentice-Hall Europe.

Doyle, P. (2002). Marketing management and strategy. Prentice Hall.

Hammer, M., Champy, D. (2009). Reengineering the Corporation: A Manifesto for Business Revolution. HarperBusiness Essentials.

Kotler, P. (1997). Marketing Management: Analysis, Planning, Implementation and Control. Prentice-Hall International.

Kotler, P., Keller, L.K. (2012). Marketing Management, 14th Edition. Pearson.

Lambin, J.- J. (1994). Le Marketing Strategique. Une perspective europeenne. [Strategic Marketing. A European Perspective] 3-rd edition. Ediscience International.

Liker, G.R. (2003). The Toyota Way: 14 Management Principles from the World's Greatest Manufacturer, New York, NY: HarperBusiness.

Мaslow, A. (1966). The psychology of science, N.Y.

McDonald, M. (2002). Marketing Plans. How to Prepare Them. How to Use Them. N.Y.

Meskon, M. Albert, M., Khedouri, F. (1988). Management. N.Y.

Moore, G.A. (2011). Escape Velocity. Free Your Company's Future From The Pull Of The Past, New York, NY: HarperBusiness.

Osterwalder, A., (2010) Business Model Generation. Hoboken: John Wiley et Sons.Inc.

Solomon, M. R. (2014). Consumer Behavior: Buying, Having, and Being (11th Edition), Pearson.

Porter, M. E. (2008). On Competition: Updated and Expanded Edition. Boston: Harvard Business School Publishing.

Tompson, A., Strickland, A. (1995). Crafting & Implementing Strategy. Text and Readings. 6 th Edition, IRWIN.

Zagula, J., Tong, R. (2004). The Marketing Playbook. Five Battle-Tested Plays for Capturing and Keeping the Lead in Any Market. Portfolio.

Черенков, В. И. (2006). Международный бизнес. Учебно-методический комплекс. [International Business. Training and metodology complex]. Rostov na Donu: Feniks.

DOI: http://dx.doi.org/10.17770/sie2018vol1.3384


  • There are currently no refbacks.