Marketing Concept - the St. Gallen Management Approach:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
[Bern]
Haupt
2015
|
| Ausgabe: | 1. ed. |
| Schriftenreihe: | Utb
4464 |
| Schlagworte: | |
| Online-Zugang: | Inhaltstext Ausführliche Beschreibung Inhaltsverzeichnis |
| Beschreibung: | 181 S. Ill., graph. Darst. |
| ISBN: | 9783825244644 3825244644 |
Internformat
MARC
| LEADER | 00000nam a2200000 cb4500 | ||
|---|---|---|---|
| 001 | BV042914093 | ||
| 003 | DE-604 | ||
| 005 | 20181119 | ||
| 007 | t | ||
| 008 | 151008s2015 ad|| |||| 00||| eng d | ||
| 016 | 7 | |a 1072640589 |2 DE-101 | |
| 020 | |a 9783825244644 |c Pb. : ca. EUR 22.99 (DE), ca. EUR 23.70 (AT), ca. sfr 29.10 (freier Pr.) |9 978-3-8252-4464-4 | ||
| 020 | |a 3825244644 |9 3-8252-4464-4 | ||
| 028 | 5 | 2 | |a UTB4464 |
| 035 | |a (OCoLC)923536318 | ||
| 035 | |a (DE-599)BVBBV042914093 | ||
| 040 | |a DE-604 |b ger |e rakwb | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-1050 |a DE-860 |a DE-1049 |a DE-1102 |a DE-M347 |a DE-1028 | ||
| 082 | 0 | |a 658.8 |2 22/ger | |
| 084 | |a QP 600 |0 (DE-625)141905: |2 rvk | ||
| 084 | |a 650 |2 sdnb | ||
| 084 | |a WIR 800f |2 stub | ||
| 100 | 1 | |a Bieger, Thomas |d 1961- |e Verfasser |0 (DE-588)120446669 |4 aut | |
| 240 | 1 | 0 | |a [Das Marketingkonzept im St. Galler Management-Modell] |
| 245 | 1 | 0 | |a Marketing Concept - the St. Gallen Management Approach |c Thomas Bieger |
| 246 | 1 | 3 | |a Marketing Concept - the Sankt Gallen Management Approach |
| 250 | |a 1. ed. | ||
| 264 | 1 | |a [Bern] |b Haupt |c 2015 | |
| 300 | |a 181 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a Utb |v 4464 | |
| 650 | 0 | 7 | |a Marketingmanagement |0 (DE-588)4168907-0 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Sankt Galler Modell |0 (DE-588)4281855-2 |2 gnd |9 rswk-swf |
| 655 | 7 | |0 (DE-588)4123623-3 |a Lehrbuch |2 gnd-content | |
| 689 | 0 | 0 | |a Sankt Galler Modell |0 (DE-588)4281855-2 |D s |
| 689 | 0 | 1 | |a Marketingmanagement |0 (DE-588)4168907-0 |D s |
| 689 | 0 | |5 DE-604 | |
| 689 | 1 | 0 | |a Marketingmanagement |0 (DE-588)4168907-0 |D s |
| 689 | 1 | |5 DE-604 | |
| 775 | 0 | 8 | |i Paralle Sprachausgabe |n deutsch |a Bieger, Thomas |t Das Marketingkonzept im St. Galler Management-Modell |w (DE-604)BV042891306 |
| 856 | 4 | 2 | |q text/html |u http://deposit.dnb.de/cgi-bin/dokserv?id=5296876&prov=M&dok_var=1&dok_ext=htm |3 Inhaltstext |
| 856 | 4 | 2 | |q text/html |u http://www.utb-shop.de/marketing-concept-the-st-gallen-management-approach-8806.html |3 Ausführliche Beschreibung |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028341797&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-028341797 | |
Datensatz im Suchindex
| _version_ | 1806332544304545792 |
|---|---|
| adam_text |
Titel: Marketing Concept - The St. Gallen Management Approach
Autor: Bieger, Thomas
Jahr: 2015
Contents
Preface 5
Table of Figures 11
1 Business processes and marketing concept within the St. Gallen
Management Model - an introduction 15
1.1 Case study Läderach 15
1.2 Value-creation processes, companies and management 18
1.3 Embedding business processes into the St. Gallen
Management Model 23
1.3.1 Stakeholders 25
1.3.2 Environmental spheres 26
1.3.3 Environments and sustainability 28
1.3.4 Horizonsofmeaning 29
1.3.5 Business processes within the St. Gallen
Management Model 30
1.4 Objectives of business processes 32
1.5 Structureof business processes 36
1.5.1 Performance processes 36
1.5.2 Customer processes 38
1.5.3 Innovation processes 41
1.6 The marketing approach for the management of business
processes 45
1.6.1 Development of marketing 45
6.1.2 Marketing concept 47
2 Market analysis as the basis for market-oriented business
management 49
2.1 Case study Mammut 49
2.2 Customer behavior and markets 51
2.2.1 Definition and roleof markets 51
2.2.2 Players and market types 52
Contents
2.2.3 Motives, needs, benefit and demand 57
2.3 Market research objectives and data generation 63
2.3.1 Identifying market sizes, needs and
decision-making 63
2.3.2 Supply-and-demand trends 67
2.4 SWOT analysis as a synthesis of market analysis 74
3 Marketing strategy - from market segmentation to a positioning
strategy 77
3.1 Case study Jura 77
3.2 Marketing objectives 79
3.2.1 Corporate objectives and marketing objectives 80
3.2.2 Interaction of marketing objectives 82
3.3 From market segmentation to a positioning strategy 84
3.3.1 Segmentation criteria and segmentation level 84
3.3.2 Choiceoftarget market 88
3.3.3 Positioning 89
3.4 From customer processes to tool strategy 90
3.4.1 Determinantsoftoolapplication 90
3.4.2 Focus on marketing tool application in the
marketing mix 94
4 Product design and Performance 97
4.1 Case study Stadler Rail AG 97
4.2 Product design 99
4.3 Performance provision - physical product 105
4.3.1 Basic structure of the performance process 105
4.3.2 Strategie decisions 106
4.3.3 Operational decisions 109
4.4 Performance provision - Services 110
4.4.1 Characteristic features of Services 111
4.4.2 Performance design and control of the Service
process 114
4.4.3 From service chain to service blueprint 117
5 Marketing tool application 121
5.1 Case study Jungfraubahn 121
5.2 Pricing policy 123
5.2.1 Neoclassic pricing model 124
5.2.2 Behavioral-science pricing modeis 126
5.2.3 Functions of pricing 128
Contents
5.3 Distribution policy 131
5.3.1 Functions of distribution 132
5.3.2 Distribution design 132
5.4 Communication 135
5.4.1 Role and function of communication 136
5.4.2 Organizational scopes of communication 137
5.4.3 Communication change 139
5.5 Marketing mix 140
5.5.1 Objectives ofthe marketing mix 140
5.5.2 Planning the marketing mix 141
6 Controlling and innovation 143
6.1 Case study Swiss web portal 143
6.2 Marketing Controlling 145
6.2.1 Development of a Controlling concept 146
6.2.2 Characteristics of marketing Controlling 148
6.2.3 Contribution accounting 149
6.3 Innovation 151
6.3.1 Functions, roles and tools of innovation 151
6.3.2 Return on innovation 152
6.3.3 Innovation in modeis 154
6.3.4 Innovation's directions of impact 155
Bibliography 159
Alphabetical index 177 |
| any_adam_object | 1 |
| author | Bieger, Thomas 1961- |
| author_GND | (DE-588)120446669 |
| author_facet | Bieger, Thomas 1961- |
| author_role | aut |
| author_sort | Bieger, Thomas 1961- |
| author_variant | t b tb |
| building | Verbundindex |
| bvnumber | BV042914093 |
| classification_rvk | QP 600 |
| classification_tum | WIR 800f |
| ctrlnum | (OCoLC)923536318 (DE-599)BVBBV042914093 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. ed. |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>00000nam a2200000 cb4500</leader><controlfield tag="001">BV042914093</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20181119</controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">151008s2015 ad|| |||| 00||| eng d</controlfield><datafield tag="016" ind1="7" ind2=" "><subfield code="a">1072640589</subfield><subfield code="2">DE-101</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9783825244644</subfield><subfield code="c">Pb. : ca. EUR 22.99 (DE), ca. EUR 23.70 (AT), ca. sfr 29.10 (freier Pr.)</subfield><subfield code="9">978-3-8252-4464-4</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">3825244644</subfield><subfield code="9">3-8252-4464-4</subfield></datafield><datafield tag="028" ind1="5" ind2="2"><subfield code="a">UTB4464</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)923536318</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV042914093</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakwb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-1050</subfield><subfield code="a">DE-860</subfield><subfield code="a">DE-1049</subfield><subfield code="a">DE-1102</subfield><subfield code="a">DE-M347</subfield><subfield code="a">DE-1028</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8</subfield><subfield code="2">22/ger</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 600</subfield><subfield code="0">(DE-625)141905:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">650</subfield><subfield code="2">sdnb</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">WIR 800f</subfield><subfield code="2">stub</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Bieger, Thomas</subfield><subfield code="d">1961-</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)120446669</subfield><subfield code="4">aut</subfield></datafield><datafield tag="240" ind1="1" ind2="0"><subfield code="a">[Das Marketingkonzept im St. Galler Management-Modell]</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Marketing Concept - the St. Gallen Management Approach</subfield><subfield code="c">Thomas Bieger</subfield></datafield><datafield tag="246" ind1="1" ind2="3"><subfield code="a">Marketing Concept - the Sankt Gallen Management Approach</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">1. ed.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">[Bern]</subfield><subfield code="b">Haupt</subfield><subfield code="c">2015</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">181 S.</subfield><subfield code="b">Ill., graph. Darst.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="490" ind1="0" ind2=" "><subfield code="a">Utb</subfield><subfield code="v">4464</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketingmanagement</subfield><subfield code="0">(DE-588)4168907-0</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Sankt Galler Modell</subfield><subfield code="0">(DE-588)4281855-2</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="0">(DE-588)4123623-3</subfield><subfield code="a">Lehrbuch</subfield><subfield code="2">gnd-content</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Sankt Galler Modell</subfield><subfield code="0">(DE-588)4281855-2</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Marketingmanagement</subfield><subfield code="0">(DE-588)4168907-0</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="689" ind1="1" ind2="0"><subfield code="a">Marketingmanagement</subfield><subfield code="0">(DE-588)4168907-0</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="775" ind1="0" ind2="8"><subfield code="i">Paralle Sprachausgabe</subfield><subfield code="n">deutsch</subfield><subfield code="a">Bieger, Thomas</subfield><subfield code="t">Das Marketingkonzept im St. Galler Management-Modell</subfield><subfield code="w">(DE-604)BV042891306</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="q">text/html</subfield><subfield code="u">http://deposit.dnb.de/cgi-bin/dokserv?id=5296876&prov=M&dok_var=1&dok_ext=htm</subfield><subfield code="3">Inhaltstext</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="q">text/html</subfield><subfield code="u">http://www.utb-shop.de/marketing-concept-the-st-gallen-management-approach-8806.html</subfield><subfield code="3">Ausführliche Beschreibung</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028341797&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="943" ind1="1" ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-028341797</subfield></datafield></record></collection> |
| genre | (DE-588)4123623-3 Lehrbuch gnd-content |
| genre_facet | Lehrbuch |
| id | DE-604.BV042914093 |
| illustrated | Illustrated |
| indexdate | 2024-08-03T02:42:34Z |
| institution | BVB |
| isbn | 9783825244644 3825244644 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-028341797 |
| oclc_num | 923536318 |
| open_access_boolean | |
| owner | DE-1050 DE-860 DE-1049 DE-1102 DE-M347 DE-1028 |
| owner_facet | DE-1050 DE-860 DE-1049 DE-1102 DE-M347 DE-1028 |
| physical | 181 S. Ill., graph. Darst. |
| publishDate | 2015 |
| publishDateSearch | 2015 |
| publishDateSort | 2015 |
| publisher | Haupt |
| record_format | marc |
| series2 | Utb |
| spelling | Bieger, Thomas 1961- Verfasser (DE-588)120446669 aut [Das Marketingkonzept im St. Galler Management-Modell] Marketing Concept - the St. Gallen Management Approach Thomas Bieger Marketing Concept - the Sankt Gallen Management Approach 1. ed. [Bern] Haupt 2015 181 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Utb 4464 Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Sankt Galler Modell (DE-588)4281855-2 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Sankt Galler Modell (DE-588)4281855-2 s Marketingmanagement (DE-588)4168907-0 s DE-604 Paralle Sprachausgabe deutsch Bieger, Thomas Das Marketingkonzept im St. Galler Management-Modell (DE-604)BV042891306 text/html http://deposit.dnb.de/cgi-bin/dokserv?id=5296876&prov=M&dok_var=1&dok_ext=htm Inhaltstext text/html http://www.utb-shop.de/marketing-concept-the-st-gallen-management-approach-8806.html Ausführliche Beschreibung HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028341797&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Bieger, Thomas 1961- Marketing Concept - the St. Gallen Management Approach Marketingmanagement (DE-588)4168907-0 gnd Sankt Galler Modell (DE-588)4281855-2 gnd |
| subject_GND | (DE-588)4168907-0 (DE-588)4281855-2 (DE-588)4123623-3 |
| title | Marketing Concept - the St. Gallen Management Approach |
| title_alt | [Das Marketingkonzept im St. Galler Management-Modell] Marketing Concept - the Sankt Gallen Management Approach |
| title_auth | Marketing Concept - the St. Gallen Management Approach |
| title_exact_search | Marketing Concept - the St. Gallen Management Approach |
| title_full | Marketing Concept - the St. Gallen Management Approach Thomas Bieger |
| title_fullStr | Marketing Concept - the St. Gallen Management Approach Thomas Bieger |
| title_full_unstemmed | Marketing Concept - the St. Gallen Management Approach Thomas Bieger |
| title_short | Marketing Concept - the St. Gallen Management Approach |
| title_sort | marketing concept the st gallen management approach |
| topic | Marketingmanagement (DE-588)4168907-0 gnd Sankt Galler Modell (DE-588)4281855-2 gnd |
| topic_facet | Marketingmanagement Sankt Galler Modell Lehrbuch |
| url | http://deposit.dnb.de/cgi-bin/dokserv?id=5296876&prov=M&dok_var=1&dok_ext=htm http://www.utb-shop.de/marketing-concept-the-st-gallen-management-approach-8806.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028341797&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT biegerthomas dasmarketingkonzeptimstgallermanagementmodell AT biegerthomas marketingconceptthestgallenmanagementapproach AT biegerthomas marketingconceptthesanktgallenmanagementapproach |