H2H Marketing: Case Studies on Human-to-Human Marketing

ISBN-13: 9783031223921 / Angielski / Twarda / 2023

Philip Kotler; Waldemar Pfoertsch; Uwe Sponholz

Opis

H2H Marketing focuses on redefining the role of marketing by reorienting the mindset of decision-makers and integrating the concepts of Design Thinking, Service-Dominant Logic and Digitalization. Following the authors' successful book on H2H Marketing, this book brings foward selected case studies showcasing various aspects of the concept, its fundamental elements, and its implementation. 

Spis treści

The New Pradigm: H2H Marketing.- H2H Mindset: The Basis.- H2H Management: Putting Trust and Brand in Focus.- Rethinking Operative Marketing: The H2H Process.- Finding Meaning in a Troubled World. 

O autorze

Philip Kotler is one of the world's leading authorities in marketing. He was the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, Evanston, Illinois. He received his Master’s Degree at the University of Chicago and his PhD Degree at MIT, both in economics. Professor Kotler is the author of several books which changed the modern marketing mindset, and has received many accolades for his contribution globally. He has traveled extensively 

across Europe, Asia and South America, advising and lecturing to many companies about how to apply sound economic and marketing science principles to increase their competitiveness. He has also advised governments on how to develop stronger public agencies to further the development of the nation’s economic well-being.

Waldemar Pfoertsch is a marketing Professor at the Cyprus Institute of International Management (CIIM) and a part-time Professor at EPOKA University, Tirana, Albania. He is also Professor Emeritus for International Business at the Pforzheim University, Germany, and lectures on H2H Marketing, B2B Marketing, and industrial Brand Management. He is also a lecturer at the Mannheim Business School (Germany), Tongji SEM, Shanghai, and TUM (Technical University Munich, Heilbronn, Germany). He also teaches at ITM, Sweden. From 2007-2010 he was a professor of marketing at China Europe International Business School Shanghai (CEIBS). Prof. Pfoertsch is the co-author or author of several books and articles in German and English, and his research interests have evolved around the globalization of high-tech companies and their marketing and branding efforts. His newest research focuses on Human-to-Human marketing of industrial and consumer companies.

Uwe Sponholz is Professor for Service Engineering, Innovation Management and Design Thinking, B2B Marketing and Sales as well as Strategic Management at FHWS - University of Applied Sciences Wuerzburg-Schweinfurt (Germany). He also teaches at Christ University, Bangalore India and other foreign universities. As dean of the Faculty of Business and Engineering at FHWS, he was a strategic driver of the internationalization of the university and the introduction of innovative teaching methods. Today, in addition to his teaching duties, he is responsible for the degree program management of the MBA Business with Europe and the management of two laboratories (Creative Cube and VR Laboratory). For years, he has supported companies with design thinking workshops and consulting projects. He is also shareholder and founding partner of in-cito management consulting and Bodystance GmbH. He uses the second company to test his conceptual ideas of H2H Marketing.

Maximilian Haas is a Product Manager at one of Germany’s leading telecommunications providers. Previously he worked as a business development consultant for a Dutch start-up in the chemical industry, and as a marketing consultant doing projects with international companies such as a leading paper producer in Brazil and an India-based Fortune 500 company. His interests lay mainly in the areas of B2B Marketing, Ingredient Branding, International Business and Venture Capital.