Marketing Concept - The St. Gallen Management Approach. Thomas Bieger

Fig. 77: Development prospects in distribution

       Fig. 78: General communication process and marketing communication process

       Fig. 79: Communication organization

       Fig. 80: Communication tools

       Fig. 81: Examples for tool goals in marketing

       Fig. 82: Detailed planning marketing mix — marketing plan

       Fig. 83: Marketing mix within the buying cycle

       Fig. 84: Dimensions of business models

       Fig. 85: Interaction of business model components of airlines

       Fig. 86: Management function according to Fayol

       Fig. 87: Possible indicators for measuring marketing’s success during a relaunch

       Fig. 88: Goal hierarchy and controlling

       Fig. 89: Product-specific multi-level contribution-accounting analysis

       Fig. 90: Swiss International Air Lines controlling structure

       Fig. 91: Return on investment between the poles of innovation push and pull

       Fig. 92: The innovation process

       Fig. 93: Required innovation according to industry and goods

       Fig. 94: Innovation cube for the classification of strategic directions of impact

       Fig. 95: Marketing concept