TY  - BOOK
AU  - Kotler,Philip
AU  - Pfoertsch,Waldemar
AU  - Sponholz,Uwe
AU  - Sulaj,Kejsi
ED  - SpringerLink (Online service)
TI  - An Instructor's Manual to H2H Marketing Case Studies: Teach Human-to-Human Marketing Effectively 
T2  - Springer Business Cases,
SN  - 9783031490057
AV  - HF5410-5417.5 
PY  - 2024///
CY  - Cham
PB  - Springer Nature Switzerland, Imprint: Springer
KW  - Marketing
KW  - Executives
KW  - Training of
KW  - Social sciences
KW  - Humanistic psychology
KW  - Management Education
KW  - Society
KW  - Humanistic Psychology
N1  - 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.
N2  - 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
UR  - https://doi.org/10.1007/978-3-031-49005-7
ER  -