Management of marketing risks in sustainable development

Anatolii Ostapchuk, Larysa Karpenko, George Abuselidze and Liudmyla Chornenka

EconStor Open Access Articles and Book Chapters, 2023, vol. 371, 1-7

Abstract: The article examines the essence and analyzes the types of marketing risks. The classification of marketing risks by internal and external factors of influence on marketing activity and “4R” marketing tools has been improved. Considerable attention is paid to the role of marketing research as an important stage of marketing risk analysis for the development of effective marketing strategies. The main stages of marketing risk management are defined, which include: their analysis and identification, qualitative and quantitative assessment, risk control, development of a set of management decisions to minimize or avoid risks arising in the process of marketing activities.

Keywords: Marketing risk; Marketing research; Analysis; Efficiency (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:espost:268843

DOI: 10.1051/e3sconf/202337105011

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