Marketing strategy: the right place and the big problem

Abstract

This paper contains a research aiming at identifying the factors that have a significant influence on the sales of a company. Starting from the literature review, we defined a theoretical model by considering along with the causal variables some factors that could lead to the existence of various outliers (changes in the level of dependent variable and seasonal pulse). Using the Multiple Regression we tested the theoretical model and retained in the analysis only the significant factors, which can help the decision makers to design the marketing strategies according to the sales’ forecast for the next period of time.