Resumen

Objective: This study explores how financial and marketing strategies empower entrepreneurs to achieve sustainable business success in challenging contexts. Theoretical Framework: The research builds upon theories of strategic marketing, financial management, and entrepreneurship to demonstrate the necessary synergy between these areas and their impact on business growth. Method: A mixed-methods approach was employed, combining qualitative interviews with entrepreneurs and quantitative surveys. The interviews explored their experiences and perceptions, while the surveys evaluated key business performance indicators. Results and Discussion: Results reveal that integrating robust financial strategies with effective marketing enhances brand recognition, customer loyalty, and business sustainability. Digital platforms were identified as a key catalyst to maximize reach and client interaction. Research Implications: This study underscores the value of specialized guidance for entrepreneurs in both areas, providing practical tools to enhance competitiveness and resilience in evolving markets. Originality/Value: The research offers an interdisciplinary perspective on how combining marketing and finance creates a comprehensive model for business success, emphasizing the importance of strategic balance.

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