Abstract
The article examines the influence of marketing strategies on business performance and scalability. Approaches in marketing are considered: market research, segmentation, marketing mixes and a customer-oriented approach. The role of marketing is revealed as an integral element of the business environment in conditions of growing competition and changing market requirements. Methods for achieving marketing goals and customer satisfaction are described, such as market research, segmentation, product positioning and the use of modern technologies. It is substantiated that the effectiveness of companies’ application of optimal marketing strategies and methods helps to increase the level of satisfaction with products or services, quality of service, business capitalization and competitiveness in the market. Strategies including market segmentation, pricing, promotion, service improvement and the influence of factors on customer focus and business performance are summarized. The focus of approaches and methods for developing and implementing marketing strategies, achieving specific company goals and meeting customer needs through the use of digital technologies, data analytics and innovative updating of strategies in accordance with market trends has been identified.
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