RISK IN MARKETING DECISIONS
Roger Dickinson
(Professor of Marketing at the University of Texas at Arlington)
Myron Gable
(Professor of Retail Management at Purdue University)
Anthony Herbst
(Associate Professor in the Department of Finance and Real Estate, The University of Texas at Arlington)
327
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
Publisher
:MCB UP Ltd
Copyright © 1985, MCB UP Limited