The business model canvas as an instrument in the marketing mix

Summary or introduction

The present work comprises the business model canvas and the marketing mix. The relationship between the business model canvas and the marketing mix is ​​examined. The aim of this work is to analyze and discuss the Business Model Canvas and the Marketing Mix. First, the term concept innovation is explained in Chapter 2, which is made up of different meanings. Chapter 3 examines the terminology of the business model. Followed by Chapter 4, the Business Model Canvas is presented in more detail. Then, in Chapter 5, the Marketing Mix and in Chapter 6, the most important aspects of the work are brought together and concluded with a final consideration.