Work

Strategic Response to Risks in Digital Marketing

Year: 2024

Type: article

Abstract: This paper presents the risk management process applied to digital marketing strategies within a research organization. Specific risks are identified, analysed, and catalogued. These risks are assessed using the risk index and risk matrix methods, measuring the probability of occurrence and the potential impact to calculate risk factors. Following the risk assessment, generic risk management strategies are proposed. This risk management framework is applicable to various organizations involved in digital marketing, providing a structured approach to mitigating risks and improving overall marketing effectiveness.

Source: Bulletin of the Transilvania University of Brasov Series V Economic Sciences

DOI: 10.31926/but.es.2024.17.66.2.2

Authors: I. Grecu, R.M. Nechita, M.I. Nechita

Institution: Universitatea Națională de Știință și Tehnologie Politehnica București

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

Funders: Ministerul Cercetării, Inovării şi Digitalizării, European Regional Development Fund

OpenAlex ID: W4405649338

FWCI: 0.734

Cites:

Cited by: 1

Related to: 10