This book presents marketing and business processes as an integral part of the St. Gallen Management Model. It provides a tight introduction into the field of marketing and puts the added value in the center of a market-oriented management approach. 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.…mehr
This book presents marketing and business processes as an integral part of the St. Gallen Management Model. It provides a tight introduction into the field of marketing and puts the added value in the center of a market-oriented management approach. 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.
Die Herstellerinformationen sind derzeit nicht verfügbar.
Autorenporträt
Bieger, Thomas Prof. Dr. Thomas Bieger ist Ordentlicher Universitätsprofessor für Betriebswirtschaftslehre mit besonderer Berücksichtigung der Tourismuswirtschaft an der Universität St. Gallen.
Inhaltsangabe
Preface 5Table of Figures 111 Business processes and marketing concept within the St. Gallen Management Model - an introduction 151.1 Case study Läderach 151.2 Value-creation processes, companies and management 181.3 Embedding business processes into the St. Gallen Management Model 231.3.1 Stakeholders 251.3.2 Environmental spheres 261.3.3 Environments and sustainability 281.3.4 Horizons of meaning 291.3.5 Business processes within the St. Gallen Management Model 301.4 Objectives of business processes 321.5 Structure of business processes 361.5.1 Performance processes 361.5.2 Customer processes 381.5.3 Innovation processes 411.6 The marketing approach for the management of business processes 451.6.1 Development of marketing 456.1.2 Marketing concept 472 Market analysis as the basis for market-oriented business management 492.1 Case study Mammut 492.2 Customer behavior and markets 512.2.1 Definition and role of markets 512.2.2 Players and market types 522.2.3 Motives, needs, benefit and demand 572.3 Market research objectives and data generation 632.3.1 Identifying market sizes, needs and decision-making 632.3.2 Supply-and-demand trends 672.4 SWOT analysis as a synthesis of market analysis 743 Marketing strategy - from market segmentation to a positioning strategy3.1 Case study Jura 773.2 Marketing objectives 793.2.1 Corporate objectives and marketing objectives 803.2.2 Interaction of marketing objectives 823.3 From market segmentation to a positioning strategy 843.3.1 Segmentation criteria and segmentation level 843.3.2 Choice of target market 883.3.3 Positioning 893.4 From customer processes to tool strategy 903.4.1 Determinants of tool application 903.4.2 Focus on marketing tool application in the marketing mix 944 Product design and performance 974.1 Case study Stadler Rail AG 974.2 Product design 994.3 Performance provision - physical product 1054.3.1 Basic structure of the performance process 1054.3.2 Strategic decisions 1064.3.3 Operational decisions 1094.4 Performance provision - services 1104.4.1 Characteristic features of services 1114.4.2 Performance design and control of the service process 1144.4.3 From service chain to service blueprint 1175 Marketing tool application 1215.1 Case study Jungfraubahn 1215.2 Pricing policy 1235.2.1 Neoclassic pricing model 1245.2.2 Behavioral-science pricing models 1265.2.3 Functions of pricing 1285.3 Distribution policy 1315.3.1 Functions of distribution 1325.3.2 Distribution design 1325.4 Communication 1355.4.1 Role and function of communication 1365.4.2 Organizational scopes of communication 1375.4.3 Communication change 1395.5 Marketing mix 1405.5.1 Objectives of the marketing mix 1405.5.2 Planning the marketing mix 1416 Controlling and innovation 1436.1 Case study Swiss web portal 1436.2 Marketing controlling 1456.2.1 Development of a controlling concept 1466.2.2 Characteristics of marketing controlling 1486.2.3 Contribution accounting 1496.3 Innovation 1516.3.1 Functions, roles and tools of innovation 1516.3.2 Return on innovation 1526.3.3 Innovation in models 1546.3.4 Innovation's directions of impact 155Bibliography 159Alphabetical index 177
Preface 5Table of Figures 111 Business processes and marketing concept within the St. Gallen Management Model - an introduction 151.1 Case study Läderach 151.2 Value-creation processes, companies and management 181.3 Embedding business processes into the St. Gallen Management Model 231.3.1 Stakeholders 251.3.2 Environmental spheres 261.3.3 Environments and sustainability 281.3.4 Horizons of meaning 291.3.5 Business processes within the St. Gallen Management Model 301.4 Objectives of business processes 321.5 Structure of business processes 361.5.1 Performance processes 361.5.2 Customer processes 381.5.3 Innovation processes 411.6 The marketing approach for the management of business processes 451.6.1 Development of marketing 456.1.2 Marketing concept 472 Market analysis as the basis for market-oriented business management 492.1 Case study Mammut 492.2 Customer behavior and markets 512.2.1 Definition and role of markets 512.2.2 Players and market types 522.2.3 Motives, needs, benefit and demand 572.3 Market research objectives and data generation 632.3.1 Identifying market sizes, needs and decision-making 632.3.2 Supply-and-demand trends 672.4 SWOT analysis as a synthesis of market analysis 743 Marketing strategy - from market segmentation to a positioning strategy3.1 Case study Jura 773.2 Marketing objectives 793.2.1 Corporate objectives and marketing objectives 803.2.2 Interaction of marketing objectives 823.3 From market segmentation to a positioning strategy 843.3.1 Segmentation criteria and segmentation level 843.3.2 Choice of target market 883.3.3 Positioning 893.4 From customer processes to tool strategy 903.4.1 Determinants of tool application 903.4.2 Focus on marketing tool application in the marketing mix 944 Product design and performance 974.1 Case study Stadler Rail AG 974.2 Product design 994.3 Performance provision - physical product 1054.3.1 Basic structure of the performance process 1054.3.2 Strategic decisions 1064.3.3 Operational decisions 1094.4 Performance provision - services 1104.4.1 Characteristic features of services 1114.4.2 Performance design and control of the service process 1144.4.3 From service chain to service blueprint 1175 Marketing tool application 1215.1 Case study Jungfraubahn 1215.2 Pricing policy 1235.2.1 Neoclassic pricing model 1245.2.2 Behavioral-science pricing models 1265.2.3 Functions of pricing 1285.3 Distribution policy 1315.3.1 Functions of distribution 1325.3.2 Distribution design 1325.4 Communication 1355.4.1 Role and function of communication 1365.4.2 Organizational scopes of communication 1375.4.3 Communication change 1395.5 Marketing mix 1405.5.1 Objectives of the marketing mix 1405.5.2 Planning the marketing mix 1416 Controlling and innovation 1436.1 Case study Swiss web portal 1436.2 Marketing controlling 1456.2.1 Development of a controlling concept 1466.2.2 Characteristics of marketing controlling 1486.2.3 Contribution accounting 1496.3 Innovation 1516.3.1 Functions, roles and tools of innovation 1516.3.2 Return on innovation 1526.3.3 Innovation in models 1546.3.4 Innovation's directions of impact 155Bibliography 159Alphabetical index 177
Es gelten unsere Allgemeinen Geschäftsbedingungen: www.buecher.de/agb
Impressum
www.buecher.de ist ein Internetauftritt der buecher.de internetstores GmbH
Geschäftsführung: Monica Sawhney | Roland Kölbl | Günter Hilger
Sitz der Gesellschaft: Batheyer Straße 115 - 117, 58099 Hagen
Postanschrift: Bürgermeister-Wegele-Str. 12, 86167 Augsburg
Amtsgericht Hagen HRB 13257
Steuernummer: 321/5800/1497
USt-IdNr: DE450055826
