RISK IN MARKETING DECISIONS

Abstract

Risk is indigenous to decision making. Marketing decisions in particular are associated with high risk. This article defines risk, offers insights on how marketing managers may improve their handling of risk, discusses marketers' two key ways of handling risk: various product models and the expected value, considers why finance models are often irrelevant to marketing problems, and offers some insights for marketing managers in dealing with risk.

Citation

Dickinson, R., Gable, M. and Herbst, A. (1985), "RISK IN MARKETING DECISIONS", Journal of Consumer Marketing, Vol. 2 No. 3, pp. 37-43. https://doi.org/10.1108/eb008131