Marketing Concept - The St. Gallen Management Approach
This book presents marketing and business processes as an integral part of the St. Gallen Management Model. The book addresses relevant topics such as market analysis, marketing planning, marketing strategy, positioning, application of marketing tools, product design, price, distribution and communication policy, service provision, innovation and controlling processes.
This book aims at students in the first year as well as at practitioners who wants to obtain a quick overview of this field. It provides a tight introduction into the field of marketing and puts the added value in the center of a market-oriented management approach.
UTB M 4464
2nd revised edition 2021
201 Seiten, 95 Abb.
Softcover, 15 x 21,5 cm, 321 g
UTB, 06.09.2021
ISBN 978-3-8252-5752-1
Thomas Bieger
Thomas Bieger, Prof. Dr., full professor of business administration with special emphasis on tourism. Dean of the faculty of management at the University of St.Gallen (2003–2005). President of the University of St.Gallen (2011–2020).