Sociological Aspects of Risk in Marketing Management

Abstract

In an article in the aspect of the sociology of risk, examines the problem of the risks associated with the management of marketing activities. It is proved that this category of risk due to the influence sotsiumnogo and individual human factors, whereby the fore the task of developing tools timely detection and prevention of such factors in the marketing process. The authors believe that the inclusion of research sotsiumnyh risk market research and formalization of requirements for documenting processes and outcomes can help marketers to limit the potential impact of unfavorable factors sociogenic quality management decisions in the field of marketing and effectiveness of their implementation. The article offers some basic definitions that reveal the specifics of marketing risks, given the author’s interpretation of the typology of marketing risks, clarify the purpose and features of planning studies sociogenic risks in marketing, particularly drawing up an official document - the brief to conduct comprehensive market research, taking into account risks.