Das Marketingkonzept im St. Galler Management-Modell

This book presents marketing and business processes as an integral part of the St. Gallen Management Model. It specifically addresses topics such as marketing planning, marketing strategy, positioning, the use of marketing instruments, product design, pricing, distribution and communication policies, as well as performance creation and innovation processes. The book is aimed at first-year students as well as practitioners who want to gain a quick overview of the field.