Abstract:

The purpose of this paper is to present a model approach to the marketing instrument composition, which exhibits the complexity of the issues of implementation of the principle of integrated impact on the market. The basic premise behind an attempt at building such a model is the often-superficial approach to the interpretation of the “marketing – mix” concept as a benchmark structural model of a set of instruments for influencing the market, visible in particular in marketing literature. This is evidenced by several factors, including abstraction from the diversity of the nature of individual groups of marketing instruments from the standpoint of strategic and operational management requirements, which is particularly difficult to accept.