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Title: The Need for and Possibilities of Marketing Risk Management
Authors: Rutkauskas, Aleksandras Vytautas
Ginevičius, Adomas
Keywords: marketing risk
a number of possibilities
adaptive distributions
Issue Date: 2010
Publisher: Vilniaus Gedimino technikos universitetas
Citation: Rutkauskas, A. V.; Ginevičius, A. 2010. The need for and possibilities of marketing risk management, in The 6th International Conference “Business and Management 2010”: Selected papers, Vol. 1. Ed. by R. Ginevičius, A. V. Rutkauskas, R. Počs, May 13–14, 2010, Vilnius, Lithuania. Vilnius: Technika, 154–161. doi:10.3846/bm.2010.022
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.
ISSN: 2029-4441
Appears in Collections:Konferencijų straipsniai

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