The need for and possibilities of marketing risk management

Aleksandras Vytautas Rutkauskas, Adomas Ginevičius
2010 The 6th International Scientific Conference "Business and Management 2010". Selected papers   unpublished
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 of
more » ... bilities' probability are perceived as stochastic values used to increase the effectiveness of the methods of marketing under uncertainty conditions.
doi:10.3846/bm.2010.022 fatcat:xujx7sgof5ceninc4pmvv6l2v4