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[7] After six years of use in the first semester at the University of St. Gallen, a new edition of the “Marketing Concept” became necessary. This second edition integrates the latest developments of the St. Gallen Management Model as well as some important developments of the discipline, such as business model concepts.

I would like to thank Simon Kuster for his care in handling the process and his contributions. Thanks also go to Pietro Beritelli and Jay Binneweg for providing feedback on the English version. The second edition of this book is congruent with the third edition of the German version (Das Marketingkonzept im St. Galler Management-Modell).

July 2021

Thomas Bieger