INTEGRATED APPROACH TO DIAGNOSTICS OF A MARKETING RISK OF A TRADING ENTERPRISE

The article discusses the main system elements of the marketing risk management concept of a commercial enterprise. A conceptual model of marketing risk management for a trading enterprise has been developed. A system of principles for managing marketing risks of trade enterprises has been formed. The interrelation of general management functions, marketing functions and marketing risk management functions of a trading enterprise is characterized. In order to improve the quality of diagnostics and the validity of management decisions, a cognitive component structure of the methodology for managing marketing risks in a trade enterprise has been developed