A STUDY OF MARKETING STRATEGY AND FINANCIAL PERFORMANCE
Authors
Dr. Tahir S. Zari ( Associate Professor)
I/C Director,
Deshbhakta Ratnappa Khumbhar
College of Commerce, Kolhapur
Mayur V. Magdum
MBA IInd year Student,
Deshbhakta Ratnappa Khumbhar
College of Commerce, Kolhapur
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ABSTRACT
This research paper investigates the elaborate relationship between marketing strategy and financial performance within the project landscapes. Employing a comprehensive literature review and empirical analysis, this study explores the multifaceted impact of various marketing strategies on the financial outcomes of organizations. The analysis delves into the correlation between strategic marketing strategies, promotional activities, market segmentation, and product positioning, and their influence on financial metrics like revenue growth, profitability, market share, and shareholder value etc. The researcher studied marketing strategies of sterling lead the Pvt. Ltd. It involved targeting industry that required lead-based product such as batter and electronic stag. This study scrutinizes the role of marketing strategies and their subsequent impact on financial performance. Methodologically, a mixed-methods approach is adopted, incorporating quantitative analyses of financial data alongside qualitative assessments to distinguish the implications of different marketing strategies on financial outcomes. The findings of this research endeavor aim to provide valuable insights for practitioners, guiding them in formulating effective marketing strategies that align with financial objectives. Ultimately, this study contributes to the existing body of knowledge by explaining the elaborate interplay between marketing strategy and financial performance, offering a deeper understanding of the mechanisms driving business success in today's dynamic and competitive markets.
( Key Words- Marketing Strategy, Financial Performance, Business Performance, Market Segmentation, Product Positioning Strategies, Promotional Activities, Revenue Growth etc.)
