Role of marketing in business strategy

The marketing strategy integrated by a business determines the sustainability of the business. It determines the financial profitability of a business since it affects the company’s sales. Marketing also affects customer relations, and this is essential to the success of any business. The marketing strategy implemented by a business is also important to the overall business strategy. Conflict of interests between the marketing strategy and the business strategy undermines the success of the business.

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Despite the premium charge, customer loyalty is guaranteed by the company’s reputation in innovativeness and high-quality products. The company, therefore, enjoys high profits and sustains its customer base.

Apple’s premium pricing strategy and product differentiation – Market Realist. (n.d.). Retrieved from

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