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The need for and possibilities of marketing risk management
The 6th International Scientific Conference "Business and Management 2010". Selected papers
The paper presents a comprehensive analysis of various risks involved in marketing activities and the effectiveness of marketing strategies under the conditions of uncertainty and risks. A scheme of risk management based on determination and use of costs effect in forming and managing risks' portfolio, as well as the conditions of scheme realization based on the so-called adaptive distributions of possibilities' probability are desirable. In this case the main parameters of distribution ofdoi:10.3846/bm.2010.022 fatcat:xujx7sgof5ceninc4pmvv6l2v4