MANAGEMENT OF MARKETING RISKS AT TRADING COMPANIES
Keywords:
trading companies, marketing risks, management of risks, reputation risksAbstract
The essence of the marketing risks of trading companies is determined. It is suggested to distinguish the objective risks, which are caused by the states of a trading company and its target market, and the subjective risks, which arise in the process of informative provision of marketing managerial decisions and their making. The stages of the management of marketing risks at a trading company are characterized. The marketing tools to reduce the reputation risks are considered.
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