• Torsten Tomczak
  • Sven Reinecke
  • Alfred Kuss


How do we define the term marketing today, and what are the distinctive characteristics of strategic marketing? Answering these questions is the aim of this section. In the course of this chapter, an overview of marketing planning is given in order to facilitate the understanding and classification of the concepts discussed in greater detail in the following chapters.


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Copyright information

© Springer Fachmedien Wiesbaden GmbH 2018

Authors and Affiliations

  • Torsten Tomczak
    • 1
  • Sven Reinecke
    • 2
  • Alfred Kuss
    • 3
  1. 1.Institute for Customer InsightUniversity of St. GallenSt. GallenSwitzerland
  2. 2.Institute of MarketingUniversity of St. GallenSt. GallenSwitzerland
  3. 3.Marketing DepartmentFreie Universität BerlinBerlinGermany

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