From Scientific Innovation to Entrepreneurship: Strategies for Sustainable Development

Abstract

Marketing strategy plays a crucial role in achieving entrepreneurial business goals. Marketing is not merely understood as a sales activity, but also as a management process encompassing analysis, planning, implementation, and strategic control to meet market and customer needs. This study aims to determine how marketing strategy contributes to achieving business goals in entrepreneurial activities. The method used in this study is a descriptive method with a qualitative approach through literature review and analysis of marketing management concepts. The novelty of this study lies in the analysis of marketing strategy, which is not only focused on increasing sales but also on the integration of marketing functions as a coordination center between production, finance, and customer service aspects in supporting the sustainability of entrepreneurial businesses in the digital era. The results of the discussion indicate that implementing an appropriate marketing strategy can help entrepreneurs increase competitiveness, expand market reach, improve customer satisfaction, and support increased sales and business profits. In addition, orientation to consumer needs and the implementation of the marketing mix are important factors in the success of entrepreneurial businesses. Thus, marketing strategy makes a significant contribution in helping entrepreneurs achieve business goals effectively and sustainably.