The Need for and Possibilities of Marketing Risk Management

Abstract

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 possibilities’ probability are perceived as stochastic values used to increase the effectiveness of the methods of marketing under uncertainty conditions.