Marketing Mix Planning

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 6 in Strategic Marketing, 2026, pp 115-168 from Springer

Abstract: Summary Every company has a certain number of variables at its disposal in order to implement its growth and marketing strategy as well as to achieve its marketing goals. These variables can be assigned to the so-called marketing instrumental areas and are summarized under the term marketing mix. The design of the marketing mix is the focus of operational marketing planning. The following four instruments can be distinguished: (1) product), (2) price, (3) communication, and (4) distribution. These marketing instruments are often referred to as the 4 Ps (product, price, promotion, place). The following chapter provides an overview of these instruments. Ultimately, it comes down to the successful interaction of the marketing instruments, which becomes clear in the term “marketing mix.” The focus is on finding a favorable combination of means, not on optimizing individual instruments.

Date: 2026
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DOI: 10.1007/978-3-658-50577-6_6

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