Developing Marketing Strategies Based On Risk Management by Using Dematel Technique

Abstract

The continuity of life and sustainable revenues in today's world requires the use of marketing strategies techniques and taking into account the principles of risk in the market. what this paper presents is an approach based on the marketing strategy formulated according to the principles of risk management. Statistical society were employees of Fararayaneh designing company  and sample size were 24 participants according to Morgan table. The used instrument was a questionnaire which its validity and reliability have been confirmed. extracted Data from the questionnaire is analyzed using SPSS software and DEMATEL technique. Research findings show that strengthening the brand, increasing the share of the domestic market and increase the profits  are the most effective marketing objectives and political tensions, the risk of product prices on consumption and the risk of lack of liquidity are the most important criteria influencing risk. At the end of thoughtful strategy map marketing objectives and grand strategy, a series of marketing strategy was proposed by the researcher.