THE ECONOMIC EFFICIENCY OF MARKETING STRATEGIES IN THE SERVICE ECONOMY AND THEIR IMPACT ON CUSTOMER LOYALTY

This paper addresses the PIMS (Profit Impact of Marketing Strategy) model as a conceptual framework for marketing strategies' impact on profitability in companies. The model is based on empirical data from questionnaires responded to by strategic decision-makers and analyzed by statistical techniques of regression analysis. Empirical research reveals that market share remains a key driver of profitability, with other drivers like production efficiency, product cycle phase, competitive positioning, and organizational capabilities also driving profitability. This essay focuses on marketing and corporate strategy integration, use of multi-faceted analysis in making strategies, and business strategy adaptation to changing internal and external environments. The PIMS model remains an indispensable tool for measuring marketing performance and enhancing long-term financial outcomes in diversified and competitive companies.