Defined by the authors interpretation of the nature of risk, described conditions of emerging risks, with emphasis on risk identification phase of marketing research and risk measurement process and the system of commodity risk management policy on the criteria of quality customer service and circuit analysis of chances – risks of the enterprise in the formation of the elements of commercial policy.
Keywords: risk management, marketing product policy, market chances
Cite as: Betz M. & Kucher, L. (2011). Risk management marketing seller. Marketing and Management of Innovations, 31, 99-105. https://doi.org/10.21272/mmi.2011.3.1-13
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