Modeling and risk management of marketing activities

Authors

Keywords:

Marketing, Business, Strategy, Risk management, Company

Abstract

Objective: The article aims to analyze the application of modeling and risk management techniques in the development and execution of marketing strategies for industrial companies, focusing on improving the reliability of management decisions by minimizing risks.

Originality/Value: This study highlights the often-overlooked importance of risk management in marketing activities. It proposes a comprehensive approach combining quantitative and qualitative models to address uncertainties in external variables and consumer behavior, providing valuable insights for enhancing marketing strategies.

Method: The research uses a combination of quantitative analysis methods, such as decision trees, stochastic programming, and statistical decision theory, to assess marketing risks. These methods are applied to real-world industrial contexts, comparing traditional and modern risk management models.

 

Results: The study identifies key internal and external risks in marketing activities, such as insufficient resources, low employee qualifications, and external market forces. It evaluates the effectiveness of various risk assessment methods, emphasizing the need for marketing strategies that address these risks to ensure business success.

Conclusion: The authors conclude that risk assessment and management are critical to the success of marketing strategies but are often underutilized. They recommend adopting more robust risk management methods to mitigate uncertainties and optimize decision-making processes in marketing activities.

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Published

2024-04-21

How to Cite

Kiseleva, I., Karmanov, M., Kuznetsov, V., & Sadovnikova, N. (2024). Modeling and risk management of marketing activities. Journal of Management & Technology, 24, 243–256. Retrieved from https://revistagt.fpl.emnuvens.com.br/get/article/view/2808

Issue

Vol. 24 (2024)

Section

ARTIGO

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