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020 _a9783031490057
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024 7 _a10.1007/978-3-031-49005-7
_2doi
050 4 _aHF5410-5417.5
072 7 _aKJS
_2bicssc
072 7 _aBUS043000
_2bisacsh
072 7 _aKJS
_2thema
100 1 _aKotler, Philip.
_eauthor.
_4aut
_4http://id.loc.gov/vocabulary/relators/aut
_927952
245 1 3 _aAn Instructor's Manual to H2H Marketing Case Studies
_h[electronic resource] :
_bTeach Human-to-Human Marketing Effectively /
_cby Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Kejsi Sulaj.
250 _a1st ed. 2024.
264 1 _aCham :
_bSpringer Nature Switzerland :
_bImprint: Springer,
_c2024.
300 _aXX, 181 p. 36 illus., 35 illus. in color.
_bonline resource.
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
347 _atext file
_bPDF
_2rda
490 1 _aSpringer Business Cases,
_x2662-544X
505 0 _a1 -- 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. .
520 _aThis 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.
650 0 _aMarketing.
_9521
650 0 _aExecutives
_xTraining of.
_970716
650 0 _aSocial sciences.
_961373
650 0 _aHumanistic psychology.
_970717
650 1 4 _aMarketing.
_9521
650 2 4 _aManagement Education.
_970718
650 2 4 _aSociety.
_963688
650 2 4 _aHumanistic Psychology.
_970719
700 1 _aPfoertsch, Waldemar.
_eauthor.
_4aut
_4http://id.loc.gov/vocabulary/relators/aut
_970720
700 1 _aSponholz, Uwe.
_eauthor.
_4aut
_4http://id.loc.gov/vocabulary/relators/aut
_970721
700 1 _aSulaj, Kejsi.
_eauthor.
_4aut
_4http://id.loc.gov/vocabulary/relators/aut
_970722
710 2 _aSpringerLink (Online service)
773 0 _tSpringer Nature eBook
776 0 8 _iPrinted edition:
_z9783031490040
776 0 8 _iPrinted edition:
_z9783031490064
830 0 _aSpringer Business Cases,
_x2662-544X
_970723
856 4 0 _uhttps://doi.org/10.1007/978-3-031-49005-7
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