Оглавление
Thomas Bieger. Marketing Concept - The St. Gallen Management Approach
Marketing Concept – The St. Gallen Management Approach
Preface to the 1st edition
Preface to the 2nd edition
Table of Figures
1 Business processes and marketing concept within the St. Gallen Management Model — an introduction. 1.1 Case study LÄDERACH. LÄDERACH — Chocolatier Suisse
1.2 Value-creation processes, enterprises and management. 1.2.1 Value-creation chains and processes
1.2.2 Organizations, enterprises and management
1.2.3 Enterprise and environment
1.3 Embedding of business processes in the St. Gallen Management Model
1.3.1 Stakeholders
1.3.2 Environment
1.3.3 Environments and sustainability
1.3.4 Structuring forces
1.3.5 Business processes in the St. Gallen Management Model
1.4 Objectives of business processes
1.5 Structure of business processes
1.5.1 Service-provision processes
1.5.2 Customer processes
1.5.3 Innovation processes
1.6 The marketing approach for the management of business processes
1.6.1 Development of marketing
1.6.2 Planning approach in marketing
2 Market analysis as the basis for market-oriented business management. 2.1 Case study MAMMUT. MAMMUT — Absolute Alpine
2.2 Customer behavior and markets
2.2.1 Definition and role of markets
2.2.2 Players and market types
2.2.3 Motives, needs, benefit and demand
2.3 Market research objectives and data generation
2.3.1 Identifying market sizes, needs and decision-making
2.3.2 Supply and demand trends
2.4 SWOT analysis as a synthesis of market analysis
3 Marketing strategy — from market segmentation to a positioning strategy. 3.1 Case study JURA. JURA — Keeping Pace with Changing Times
3.2 Marketing objectives
3.2.1 Corporate objectives and marketing objectives
3.2.2 Interaction of marketing objectives
3.3 From market segmentation to a positioning strategy. 3.3.1 Segmentation criteria and segmentation level
3.3.2 Choice of target market
3.3.3 Positioning
3.4 From customer processes to tool strategy. 3.4.1 Determinants of tool application
3.4.2 Focus on marketing tool application in the marketing mix
4 Product design and performance. 4.1 Case study STADLER RAIL. STADLER — We Track Clever Solutions
4.2 Product design
4.3 Performance provision — physical product
4.3.1 Basic structure of the performance process
4.3.2 Strategic decisions
4.3.3 Operational decisions
4.4 Performance provision — services
4.4.1 Characteristic features of services
4.4.2 Performance design and control of the service process
4.4.3 From service chain to service blueprint
5 Marketing tool application. 5.1 Case study JUNGFRAUBAHN. JUNGFRAUBAHNEN — Top of Europe
5.2 Pricing policy
5.2.1 Neoclassic pricing model
5.2.2 Behavioral-science pricing models
5.2.3 Functions of pricing
5.3 Distribution policy
5.3.1 Functions of distribution
5.3.2 Distribution design
5.4 Communication
5.4.1 Role and function of communication
5.4.2 Organizational scopes of communication
5.4.3 Communication change
5.5 Marketing mix
5.5.1 Objectives of the marketing mix
5.5.2 Planning the marketing mix
6 Integration into a business model, controlling and innovation. 6.1 Case study SWISS web portal. SWISS INTERNATIONAL AIR LINES — Our sign is a promise
6.2 Integration into a business model
6.3 Marketing controlling
6.3.1 Development of a controlling concept
6.3.2 Characteristics of marketing controlling
6.3.3 Contribution accounting
6.4 Innovation
6.4.1 Functions, roles and tools of innovation
6.4.2 Return on innovation
6.4.3 Innovation in models
6.4.4 Innovation’s directions of impact
Bibliography
Alphabetical Index
