The risk assessment of marketing management system on the basis of multi-level fuzzy comprehensive evaluation

Abstract

The risks of marketing management system exist everywhere but many enterprises have one-sided understanding on them. Bad loans result from sale risks but lagging sales is related to the risks of product planning or a shady promotion program. Rapid staff turnover does not help either. STP marketing strategy planning, marketing mix planning and competitive factors will bring marketing risks. It is essential to identify these risks and evaluate their effects. © 2013 Springer-Verlag.