The Measure and Control of Enterprise Marketing Risk in the E-business Environment

Lingbing Hu, Baoyin Zhang, Yu Wu


In this article, through analyzing the change of enterprise marketing mode and the characters of marketing risk in the e-business environment, we establish the 3D embedded random measure model which suits for the e-business enterprise marketing risk, define the combination rules of the risk index system of this model, establish the theoretical base to measure the marketing risk for e-business enterprises, and analyze the warning and control of enterprise marketing risk under the model.

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International Journal of Business and Management   ISSN 1833-3850 (Print)   ISSN 1833-8119 (Online)

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