Marketing finance strategy based on effective risk management

Abstract

The main objective of this paper – to analyze rapport between marketing and finance like separate, but interacting each other strongly, company‘s domains and search for the optimal solutions for marketing strategy based on effective risk management to create. The paper is analyzing the mechanism of the marketing return on investment (ROI) calculations and explains the practical calculations of experts. The theoretical model of the return on marketing investment, according to the marketing strategies of marketing mix elements, is proposed. In conclusion the application of mathematical optimization model of the investment portfolio, using the technique of utility function, the problem of the optimal allocation of marketing investments in marketing complex elements is determined.