Methods to Evaluate Efficiency and Risk of Company’s Marketing Strategies
Mikhail Samuilovich Gasparian1, Irina Anatolievna Kiseleva2, Mikhail Vladimirovich Karmanov3, Natalia Alekseevna Sadovnikova4, Elena Nikolaevna Chernysheva5
1Mikhail Samuilovich Gasparian, Plekhanov Russian University of Economics, Moscow, Russian Federation.
2Irina Anatolievna Kiseleva, Plekhanov Russian University of Economics, Moscow, Russian Federation.
3Mikhail Vladimirovich Karmanov, Plekhanov Russian University of Economics, Moscow, Russian Federation.
4Natalia Alekseevna Sadovnikova, Plekhanov Russian University of Economics, Moscow, Russian Federation.
5Elena Nikolaevna Chernysheva, Plekhanov Russian University of Economics, Moscow, Russian Federation.
Manuscript received on 01 April 2019 | Revised Manuscript received on 08 May 2019 | Manuscript published on 30 May 2019 | PP: 2393-2399 | Volume-8 Issue-1, May 2019 | Retrieval Number: A1943058119/19©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The global experience of top companies shows that the successful development of a company and the improvement of its efficiency are impossible without a properly formulated strategy as a set of measures aimed at achieving a goal. This work is relevant because of the fact that the activity of any enterprise has some risks. Therefore, there is a need to form and apply a marketing strategy for activities within the competences of various departments.The article makes an attempt to study and develop methods to evaluate the efficiency and risk of the marketing strategy of the company. Modern business is conducted in a highly competitive environment. In order to take adequate decisions, it is necessary to deeply and comprehensively evaluate the situation and to make a reliable forecast of the events. The efficiency and risk of a marketing strategy through the example of a certain company have been evaluated. Methods for the quantitative analysis of management decisions in the implementation of marketing strategies of industrial companies have been analyzed.
Index Terms: Marketing, Business, Atrategy, Risk, Company.
Scope of the Article: Marketing and Social Sciences