Perusahaan dan strategi pemasaran
Abstract
A company is a business entity formed to generate profits through commercial or industrial activities. To
achieve this goal, the company must be able to survive and thrive in the midst of increasingly fierce market
competition. One of the key factors in maintaining the sustainability of the company is the
implementation of an effective marketing strategy. Marketing strategy serves as an overall guide in
directing marketing activities to achieve predetermined business goals. Marketing strategy includes
identifying target markets, positioning products or services, managing the marketing mix (product, price,
promotion, and distribution), and managing the marketing budget efficiently. With an integrated
marketing strategy, companies can increase competitiveness, expand market share, and build strong
relationships with customers. In addition, the right marketing strategy also plays a role in improving brand
image and creating added value for the company. This study aims to examine the role of marketing
strategy in supporting the success of the company, by reviewing related theories and previous findings.
The results of this study are expected to provide a deeper understanding of the importance of planning
and implementing effective marketing strategies in achieving company sustainability and growth.
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