03635nam a22005895i 4500 978-3-031-49005-7 DE-He213 20251030111419.0 cr nn 008mamaa 240207s2024 sz | s |||| 0|eng d 9783031490057 978-3-031-49005-7 10.1007/978-3-031-49005-7 doi HF5410-5417.5 KJS bicssc BUS043000 bisacsh KJS thema Kotler, Philip. author. aut http://id.loc.gov/vocabulary/relators/aut 27952 An Instructor's Manual to H2H Marketing Case Studies [electronic resource] : Teach Human-to-Human Marketing Effectively / by Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Kejsi Sulaj. 1st ed. 2024. Cham : Springer Nature Switzerland : Imprint: Springer, 2024. XX, 181 p. 36 illus., 35 illus. in color. online resource. text txt rdacontent computer c rdamedia online resource cr rdacarrier text file PDF rda Springer Business Cases, 2662-544X 1 -- The New Paradigm: H2H Marketing -- 1.1 Case Study: Whole Foods Market -- 1.2 Case Study: Design-Thinking at the Good Kitchen -- 2 -- H2H Mindset: The Basis: 2.1 Case Study: H2H Mindset at Elobau -- 3. H2H Management: Putting Trust and Brand in Focus -- 3.1 Case Study: The Liva Brand Success Story -- 4. Rethinking Operative Marketing: The H2H Process -- 4.1 Case Study: The Operative Marketing Process at Siemens -- 4.2 Case Study: Medtronic and the Transformation of the CX -- 5. Finding Meaning in a Troubled World -- 5.1 Case Study: Patagonia - A Human-Centered Approach to Marketing. . This is an instructor's manual for the popular textbook 'H2H Marketing: Case Studies on Human-to-Human Marketing' (Springer, 2023). The authors have provided a perfect companion that enables teachers to adopt a case-by-case approach when using the material in the classroom. 'H2H Marketing' focuses on redefining the role of marketing by reshaping the mindset of decision-makers and integrating concepts such as Design Thinking, Service-Dominant Logic, and Digitalization. By following this carefully designed manual, teachers can assist their students in gaining a deeper understanding of the case studies that illustrate various aspects of the concept, its fundamental elements, and its implementation. Marketing. 521 Executives Training of. 70716 Social sciences. 61373 Humanistic psychology. 70717 Marketing. 521 Management Education. 70718 Society. 63688 Humanistic Psychology. 70719 Pfoertsch, Waldemar. author. aut http://id.loc.gov/vocabulary/relators/aut 70720 Sponholz, Uwe. author. aut http://id.loc.gov/vocabulary/relators/aut 70721 Sulaj, Kejsi. author. aut http://id.loc.gov/vocabulary/relators/aut 70722 SpringerLink (Online service) Springer Nature eBook Printed edition: 9783031490040 Printed edition: 9783031490064 Springer Business Cases, 2662-544X 70723 https://doi.org/10.1007/978-3-031-49005-7 ZDB-2-BUM ZDB-2-SXBM 57525 57525