The need for and possibilities of marketing risk management

Rutkauskas, Aleksandras Vytautas; Ginevičius, Adomas

doi:10.3846/bm.2010.022

Use this URL to cite this publication: https://hdl.handle.net/20.500.14911/121469

The need for and possibilities of marketing risk management

Details

Publication Type (CRIS)

Straipsnis recenzuojamoje Lietuvos tarptautinės konferencijos medžiagoje / Article in peer-reviewed Lithuanian international conference proceedings (P1e)

Publication Type (eLABa)

Straipsnis recenzuotame konferencijos darbų leidinyje / Article published in peer-reviewed conference proceedings (P1d)

Author(s)

Author	Affiliation
Rutkauskas, Aleksandras Vytautas	Finansų inžinerijos katedra / Department of Financial Engineering (1148)
Ginevičius, Adomas	Finansų inžinerijos katedra / Department of Financial Engineering (1148)

Title

The need for and possibilities of marketing risk management

[en]

Aleksandras-Vytautas Rutkauskas, Adomas Ginevičius

Is part of

The 6th international scientific conference business and management 2010: selected papers. May 13-14, 2010. Vol. 1

Published In

Year
2010

Publisher

Vilnius : Technika

Referenced in Database(s)(DBs)

Conference Proceedings Citation Index - Science (Web of Science)

URI

URI	Access Rights
https://hdl.handle.net/20.500.14911/121469
straipsnis	Viso teksto dokumentas (atviroji prieiga) / Full Text Document (Open Access)

DOI

10.3846/bm.2010.022

Cited references

Science / Art Area

Socialiniai mokslai / Social sciences (S)

Field of Science / Art

Vadyba / Management (S003)

Ekonomika / Economics (S004)

Keywords (en)

Abstract (en)

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.