Introduction

Torsten Tomczak (), Sven Reinecke () and Johanna Gollnhofer ()
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Torsten Tomczak: University of St. Gallen, Institute for Customer Insight
Sven Reinecke: University of St. Gallen, Institute for Customer Insight
Johanna Gollnhofer: University of St. Gallen, Institut for Customer Insight

Chapter 1 in Strategic Marketing, 2026, pp 1-13 from Springer

Abstract: Summary The development of the marketing concept and the basic principles of marketing are explained below. In order to create value for customers and other stakeholders, it is necessary to satisfy the relevant needs of economically interesting customer segments with customized, efficient solutions to problems better than anyone else in the opinion of the customers in the long term. Strategic marketing refers to marketing decisions that have significant consequences for the long-term success of a company. Finally, this chapter provides an overview of the process of marketing planning.

Date: 2026
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DOI: 10.1007/978-3-658-50577-6_1

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