A Review of the Research on the Relationship Between Marketing Strategy and Financial Performance

Zihan Sun

doi:10.47297/wspdecWSP2515-797320.20250905

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A Review of the Research on the Relationship Between Marketing Strategy and Financial Performance

9卷第5期

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A Review of the Research on the Relationship Between Marketing Strategy and Financial Performance
A Review of the Research on the Relationship Between Marketing Strategy and Financial Performance
School of Business Administration, Southwestern University of Finance and Economics, Chengdu, Sichuan, 611130, China
2025年9卷第5期页码：100-104
纸质出版日期：2025-05-31
DOI：10.47297/wspdecWSP2515-797320.20250905
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(2025). A Review of the Research on the Relationship Between Marketing Strategy and Financial Performance. 发展经济学, 9(5), 100-104.

Sun Zihan.A Review of the Research on the Relationship Between Marketing Strategy and Financial Performance[J].Development Economics of China,2025,09(05):100-104.
(2025). A Review of the Research on the Relationship Between Marketing Strategy and Financial Performance. 发展经济学, 9(5), 100-104. DOI： 10.47297/wspdecWSP2515-797320.20250905.

Sun Zihan.A Review of the Research on the Relationship Between Marketing Strategy and Financial Performance[J].Development Economics of China,2025,09(05):100-104. DOI： 10.47297/wspdecWSP2515-797320.20250905.

摘要

Abstract

This paper systematically reviews the relationship between marketing strategies and financial performance

focusing on the traditional 4P marketing theory and its extension strategies such as digital marketing

brand management and green marketing. By combing through the resource-based view

dynamic capability theory

market-oriented theory and marketing capitalization theory

it explains how marketing strategies can promote corporate sales growth

profit improvement and brand value accumulation by improving product differentiation

pricing rationality

promotion effectiveness and channel efficiency. In addition

digital transformation has driven companies to adopt precise digital marketing methods

brand management has strengthened customer loyalty

and green marketing has reflected corporate social responsibility. These strategies have increasingly significant positive effects on financial performance. This paper also explores the reverse impact of financial performance as a resource constraint and decision-making feedback mechanism on marketing strategy planning. Finally

this paper points out the fragmentation problem in current research and proposes that research on cross-strategy integration and dynamic environmental adaptability should be strengthened in the future to provide theoretical support for companies to formulate scientific marketing strategies and help maximize financial performance.

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Keywords

references

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