Impactul costurilor de marketing asupra performanței financiare a entității

Abstract

This study investigates the impact of marketing costs on the financial performance of businesses. Marketing expenditures, often viewed as a critical driver for revenue generation, can also represent a significant cost for organizations. The primary objective of this research is to explore the relationship between marketing costs and the profitability of entities in various sectors. A mixed-methods approach was employed, combining qualitative data from interviews with marketing managers and quantitative analysis through financial performance metrics of several companies over a defined period. The findings reveal a strong correlation between strategic marketing investments and improved financial outcomes, particularly when marketing expenses are aligned with the business's overall objectives. Additionally, the research highlights how companies that optimize their marketing budgets experience higher returns on investment. These results underscore the importance of effective marketing strategies in driving financial success, offering valuable insights for both academics and business practitioners in enhancing decision-making processes. CZU: 005.915:339.138; JEL: M31, G31, D24