THE IMPACT OF MARKETING STRATEGY ON COMPANY EFFICIENCY AND PROFITABILITY

Properly selected strategic benchmarks and target indicators of development, as well as the corresponding marketing strategy of the company will successfully affect its financial standing and profit. PIMS model (Profit Impact on Marketing Strategy) is a prototype of target analysis of company factor...

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Autor principal:	Zhanna B. Musatova
Formato:	article
Lenguaje:	RU
Publicado:	Plekhanov Russian University of Economics 2017
Materias:	roi pims methodology effect of market share corporate strategy goods quality marketing budget r & d costs investment rate diversification market and non-market factors customer loyalty turbulent market conditions Economics as a science HB71-74
Acceso en línea:	https://doaj.org/article/9c22f5e65af445cdbda2a318ccdd8558
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spelling	oai:doaj.org-article:9c22f5e65af445cdbda2a318ccdd85582021-11-15T05:20:42ZTHE IMPACT OF MARKETING STRATEGY ON COMPANY EFFICIENCY AND PROFITABILITY2413-28292587-925110.21686/2413-2829-2015-1-106-116https://doaj.org/article/9c22f5e65af445cdbda2a318ccdd85582017-09-01T00:00:00Zhttps://vest.rea.ru/jour/article/view/15https://doaj.org/toc/2413-2829https://doaj.org/toc/2587-9251Properly selected strategic benchmarks and target indicators of development, as well as the corresponding marketing strategy of the company will successfully affect its financial standing and profit. PIMS model (Profit Impact on Marketing Strategy) is a prototype of target analysis of company factors. The article describes the development of PIMS model, which includes indentifying factors affecting growth (or stabilization) of profit and related to marketing activity. The classic PIMS model embraces analysis of qualitative and quantitative information about the growth in company market share which can influence the indicators of investment efficiency. The author's research shows that traditional marketing mix that is taken into account PIMS methodology could and should be extended at the expense of factors describing customer loyalty.Zhanna B. MusatovaPlekhanov Russian University of Economicsarticleroipims methodologyroieffect of market sharecorporate strategygoods qualitymarketing budgetr & d costsinvestment ratediversificationmarket and non-market factorscustomer loyaltyturbulent market conditionsEconomics as a scienceHB71-74RUВестник Российского экономического университета имени Г. В. Плеханова, Vol 0, Iss 1, Pp 106-116 (2017)
institution	DOAJ
collection	DOAJ
language	RU
topic	roi pims methodology roi effect of market share corporate strategy goods quality marketing budget r & d costs investment rate diversification market and non-market factors customer loyalty turbulent market conditions Economics as a science HB71-74
spellingShingle	roi pims methodology roi effect of market share corporate strategy goods quality marketing budget r & d costs investment rate diversification market and non-market factors customer loyalty turbulent market conditions Economics as a science HB71-74 Zhanna B. Musatova THE IMPACT OF MARKETING STRATEGY ON COMPANY EFFICIENCY AND PROFITABILITY
description	Properly selected strategic benchmarks and target indicators of development, as well as the corresponding marketing strategy of the company will successfully affect its financial standing and profit. PIMS model (Profit Impact on Marketing Strategy) is a prototype of target analysis of company factors. The article describes the development of PIMS model, which includes indentifying factors affecting growth (or stabilization) of profit and related to marketing activity. The classic PIMS model embraces analysis of qualitative and quantitative information about the growth in company market share which can influence the indicators of investment efficiency. The author's research shows that traditional marketing mix that is taken into account PIMS methodology could and should be extended at the expense of factors describing customer loyalty.
format	article
author	Zhanna B. Musatova
author_facet	Zhanna B. Musatova
author_sort	Zhanna B. Musatova
title	THE IMPACT OF MARKETING STRATEGY ON COMPANY EFFICIENCY AND PROFITABILITY
title_short	THE IMPACT OF MARKETING STRATEGY ON COMPANY EFFICIENCY AND PROFITABILITY
title_full	THE IMPACT OF MARKETING STRATEGY ON COMPANY EFFICIENCY AND PROFITABILITY
title_fullStr	THE IMPACT OF MARKETING STRATEGY ON COMPANY EFFICIENCY AND PROFITABILITY
title_full_unstemmed	THE IMPACT OF MARKETING STRATEGY ON COMPANY EFFICIENCY AND PROFITABILITY
title_sort	impact of marketing strategy on company efficiency and profitability
publisher	Plekhanov Russian University of Economics
publishDate	2017
url	https://doaj.org/article/9c22f5e65af445cdbda2a318ccdd8558
work_keys_str_mv	AT zhannabmusatova theimpactofmarketingstrategyoncompanyefficiencyandprofitability AT zhannabmusatova impactofmarketingstrategyoncompanyefficiencyandprofitability
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THE IMPACT OF MARKETING STRATEGY ON COMPANY EFFICIENCY AND PROFITABILITY

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