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Two-dimensional model of the composition of marketing instruments

Niestrój Roman E.

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2019

z. 138

199--210

The purpose of this article is to present a composition model of the marketing instruments, demonstrating the implementation complexity of the principle of integrated impact on the market. The basic premise for attempting to construct such a model is, predominant in the literature, the superficiality of the interpretation of the concept of “marketing – mix” as a benchmark model of market impact instruments. This is evidenced, among other things, by the difficult to accept abstraction from the diversity of nature of the different groups of marketing instruments in terms of the requirements of strategic and operational management.