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1.
Theoreticalmarketingmix
1.1.Theconceptandmeaningofmarketingmix
Marketingmixispartoftheextensiveandsociallyandeconom-
icallyimportantfieldofknowledgecalledmarketing.G.Arm-
strongandP.Kotlerdefinemarketingas“aprocessinwhichcom-
paniescreatecustomervalueandbuildstrongrelationshipswith
customersinordertoobtainspecificvaluesinreturn.”
1
Theauthors
alsocitetheinterpretationoftheconceptofmarketingaccordingto
theAmericanMarketingAssociation:“marketingisanorganisa-
tionalfunctionandasetofprocessesforcreating,communicating
anddeliveringvaluetoclientsandmanagingcustomerrelation-
shipsinsuchawayastobringbenefitstothecompanyandits
stakeholders.”
2
P.Kotler,G.Armstrong,J.SaundersandV.Wong
refertothedefinitionofmarketingproposedbyP.Drucker,who
aptlydefinedtheessenceofthisconceptbysayingthat:“thegoal
ofmarketingistomakesalessuperfluous.Thegoalistogetto
1
G.Armstrong,P.Kotler,Marketingwprowadzenie,Warszawa2012,p.36.
2
Ibidem,p.36.
