An Teach Human-to-Human Marketing Effectively Kotler, Philip. creator author. aut http://id.loc.gov/vocabulary/relators/aut Pfoertsch, Waldemar. author. aut http://id.loc.gov/vocabulary/relators/aut Sponholz, Uwe. author. aut http://id.loc.gov/vocabulary/relators/aut Sulaj, Kejsi. author. aut http://id.loc.gov/vocabulary/relators/aut SpringerLink (Online service) text sz 2024 1st ed. 2024. monographic eng

electronic

electronic resource

access XX, 181 p. 36 illus., 35 illus. in color. online resource. 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. 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. . by Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Kejsi Sulaj. Marketing Executives Training of Social sciences Humanistic psychology Marketing Management Education Society Humanistic Psychology HF5410-5417.5 9783031490057 https://doi.org/10.1007/978-3-031-49005-7 https://doi.org/10.1007/978-3-031-49005-7 240207 20251030111419.0 978-3-031-49005-7