The Impact of Modern Marketing Strategies on Consumer Purchase Behaviour: A Secondary Data Analysis

Abstract

Marketing strategies have developed over time as a result of technological progress, changing customer needs, and stronger competition. Businesses are now focusing more on digital marketing. marketing, relationship marketing, influencer marketing, and data-driven personalization to enhance customer engagement the and improve organizational performance. This study investigates The research evaluates the effectiveness of contemporary marketing strategies using secondary information gathered from academic journals and industry reports.
company case studies. A qualitative review approach was employed to identify common trends and evaluate the relationship between marketing strategies and consumer purchasing behaviour. The findings indicate that integrated digital marketing, personalized communication, and customer relationship management significantly influence consumer trust, satisfaction, and purchase intention. The study concludes that organizations adopting customer-centric marketing strategies These strategies enhance an organization's competitive advantage and support long-term business sustainability.