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《Journal of Huaihua University》 2011-10
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A Study of Prevention Mechanism for Marketing Strategic Risks

HUANG Hui(Department of International Economics & Trade,Tan Kah Kee College,Xiamen University,Zhangzhou,Fujian 363105)  
Marketing has been subject to various risks lingering in increasingly complex environment.Recent marketing crises indicate that marketing risks seriously undermine enterprise business.The establishment of prevention mechanism for strategic risks is necessary to ensure sound marketing.Integrating marketing theory and risk management theory,this paper proposes a prevention mechanism for marketing strategic risks.
【CateGory Index】: F274
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