Planning the Growth Strategy and the Core Tasks of Marketing

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 4 in Strategic Marketing, 2026, pp 45-75 from Springer

Abstract: Summary In this chapter, the core tasks in marketing of customer acquisition, customer retention, product innovation, and product maintenance are explained as the central growth and profit generators of a company or business area, as well as the management of the skills required for this. The priority with which the four core tasks are to be fulfilled is recorded with the marketing core task profile. With Customer Relationship, Product Leadership and Focused Market Leadership, a distinction is made between three core task profiles that increase the probability of success. Finally, the competencies (strategic and operational) to be procured externally, i.e., via cooperations and networks, are discussed.

Date: 2026
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DOI: 10.1007/978-3-658-50577-6_4

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