H2H Marketing, 1st ed. 2021 The Genesis of Human-to-Human Marketing

Langue : Anglais

Auteurs : Kotler Philip, Pfoertsch Waldemar, Sponholz Uwe

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In H2H Marketing the authors focus 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.

It?s not just technological advances that have made it necessary to revisit the way everybody thinks about marketing; customers and marketers as human decision-makers are changing, too. Therefore, having the right mindset, the right management approach and highly dynamic implementation processes is key to creating innovative and meaningful value propositions for all stakeholders.

This book is essential reading for the following groups:

Executives who want to bring new meaning to their lives and organizations
Managers who need inspirations and evidence for their daily work in order to handle the change management needed in response to the driving forces of technology, society and ecology
Professors, trainers and coaches who want to apply the latest marketing principles
Students and trainees who want to prepare for the future
Customers of any kind who need to distinguish between leading companies
Employees of suppliers and partners who want to help their firms stand out.

The authors review the status quo of marketing and outline its evolution to the new H2H Marketing. In turn, they demonstrate the new marketing paradigm with the H2H Marketing Model, which incorporates Design Thinking, Service-Dominant Logic and the latest innovations in Digitalization. With the new H2H Mindset, Trust and Brand Management and the evolution of the operative Marketing Mix to the updated, dynamic and iterative H2H Process, they offer a way for marketing to find meaning in a troubled world.

1. The Current State of Marketing.- 2. The New Paradigm: H2H Marketing.- 3. H2H Mindset: The Basis.- 4. H2H Management: Putting Trust and Brand in Focus.- 5. Rethinking Operative Marketing: The H2H Process.- 6. Finding Meaning in a Troubled World.

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 Professor Emeritus for International Business at the Pforzheim University, Germany and lectures on 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 Indian Institute of Management Calcutta (IIMC), ITM, Sweden and Graduate Business School of ESAN, Lima Peru. From 2007-2010 he was professor of marketing at China Europe International Business School Shanghai (CEIBS). Prof. Pfoertsch is the co-author or author of several books 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 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

Written by change-leaders of marketing thought

Brings forward a human-centric approach to marketing strategy

Identifies the benefits and opportunities from design thinking, service-dominant logic and digital transformation