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Zusatztext
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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.
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Autorenportrait
- Prof. Dr. Thomas Bieger ist Ordentlicher Universitätsprofessor für Betriebswirtschaftslehre mit besonderer Berücksichtigung der Tourismuswirtschaft an der Universität St. Gallen.
Detailansicht
Marketing Concept - The St. Gallen Management Approach
ISBN/EAN: 9783825257521
Umbreit-Nr.: 2814294
Sprache:
Englisch
Umfang: 201 S., 95 s/w Illustr.
Format in cm: 1.3 x 21.5 x 15
Einband:
kartoniertes Buch
Erschienen am 06.09.2021
Auflage: 2/2021