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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Bibliographic Details
Published inVestnik Rossijskogo èkonomičeskogo universiteta imeni G. V. Plehanova no. 1; pp. 106 - 116
Main Author Zhanna B. Musatova
Format Journal Article
LanguageRussian
Published Plekhanov Russian University of Economics 01.09.2017
Subjects
corporate strategy
customer loyalty
diversification
effect of market share
goods quality
investment rate
market and non-market factors
marketing budget
pims methodology
r & d costs
roi
turbulent market conditions
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Summary: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.
ISSN:2413-2829
2587-9251
DOI:10.21686/2413-2829-2015-1-106-116