Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/268843 
Year of Publication: 
2023
Citation: 
[Journal:] E3S Web of Conferences [ISSN:] 2267-1242 [Volume:] 371 [Article No.:] 05011 [Publisher:] EDP Sciences [Place:] Les Ulis [Year:] 2023 [Pages:] 1-7
Publisher: 
EDP Sciences, Les Ulis
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.
Subjects: 
Marketing risk
Marketing research
Analysis
Efficiency
Persistent Identifier of the first edition: 
Creative Commons License: 
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Document Type: 
Article
Document Version: 
Published Version
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