Marketing Risk Management

Author: Zhang Yunqi
Publisher:
Publish Date: 2001-07-01
Features: This book is based on the idea of complex system science and employs a combination of qualitative and quantitative methods to explore and design risk management in corporate marketing activities from both theoretical and practical perspectives. The book is divided into two parts. The first part is the theoretical research on marketing risk management. Building on an in-depth study of the characteristics and essence of marketing risks, it constructs a theoretical framework for marketing risk identification, measurement, control and handling, as well as evaluation and early warning. This theoretical framework is innovative and serves as a guiding tool for corporate management and marketing activities. The second part focuses on the practical operations of marketing risk management. Through practical research on the most common risks in marketing activities, it proposes specific operational methods such as customer credit assessment, contract risk screening, loan recovery control, marketing decision risk prevention, and ethical and psychological risk prevention for marketing personnel. These methods are highly practical and operational, holding significant real-world importance for guiding corporate marketing risk management.