IMPACT OF MARKETING STRATEGIES ON BUSINESS PERFORMANCE: A REVIEW

Marketing

ABSTRACT The implementing marketing strategy to support a need of an organization must have long been a topic of concern, because that these actions are permanent in their nature. The purpose of the current research is to address a gap in the research literature regarding the ambiguous findings of analyzing the impact of marketing strategy on business performance. The research examined most relevant preliminary studies that has been done within in the span of time of 2010–2020 from the Google Scholar database, and after that certain purification has been applied. In this study, it was decided to perform a comprehensive examination by just using specified variables. The main point of these investigations has been presented in a tabulated style. In accordance with the study's conclusion, some marketing strategy variables have a direct impact on a company's performance, while others have an indirect relationship. The study's outcomes can assist business owners and marketing managers in making choices on how to best use marketing strategy to improve overall firm performance.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.