The role of marketing in improving the financial performance of the organization

In the modern world, marketing has become one of the most important components of a company's success in the market. Marketing research has become an integral attribute of the activities of almost all companies striving for successful market development. Moreover, marketing is necessary even after entering the market, since it contributes to the adaptation of the product to changing conditions and, as a result, the growth of economic indicators, including financial ones. Often, within the framework of theoretical studies, the formulations of marketing and finance do not indicate the parameters of the internal relationship, however, there is a fairly strong interaction between these categories. Both in marketing activities and in financial activities, certain indicators are used, which, in the dual characteristic of belonging to a category, are equally important. However, more significant is the impact of marketing research results on the process of generating financial results. Consideration of this relationship formed the basis of this study.