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Title: Marketing Finance Strategy Based on Effective Risk Management
Authors: Rutkauskas, Aleksandras Vytautas
Lapinskaitė –Vvohlfahrt, Indrė
Keywords: marketing finance
marketing mix
return on investment (ROI)
utility function
stochastic optimization
Issue Date: 2010
Publisher: Vilniaus Gedimino technikos universitetas
Citation: Rutkauskas, A. V.; Lapinskaitė –Vvohlfahrt, I, 2010. Marketing finance strategy based on effective 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, 162–169. doi:10.3846/bm.2010.023
Abstract: The main objective of this paper – to analyze rapport between marketing and finance like separate, but interacting each other strongly, company‘s domains and search for the optimal solutions for marketing strategy based on effective risk management to create. The paper is analyzing the mechanism of the marketing return on investment (ROI) calculations and explains the practical calculations of experts. The theoretical model of the return on marketing investment, according to the marketing strategies of marketing mix elements, is proposed. In conclusion the application of mathematical optimization model of the investment portfolio, using the technique of utility function, the problem of the optimal allocation of marketing investments in marketing complex elements is determined.
ISSN: 2029-4441
Appears in Collections:Konferencijų straipsniai

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