The Impact of Marketing Management and Strategy on a Firm’s Performance

Abstract

The purpose of this research paper is to have a better understanding of how a firm's marketing management and strategy affects its performance. It also explains the basic features of a successful marketing strategy. And finally, a case study of the marketing management and strategy of Ryanair Plc is presented to show how a firm's marketing mangement affects it's performance and how the strategy can be changed if it ceases to effective.