H2H Marketing - 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…mehr

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Produktbeschreibung
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 drivingforces of technology, society and ecology Professors, trainersand 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, dynamicand iterative H2H Process, they offer a way for marketing to find meaning in a troubled world.

Autorenporträt
Dr. V. Kumar (VK) is Professor of Marketing and the Goodman Academic-Industry Partnership Professor in the Goodman School of Business at Brock University, ON, Canada. VK has held several Endowed Distinguished Faculty Positions in the USA and Distinguished Fellowships across universities worldwide. VK has been honored as a Legend in Marketing through the 10-Volume Legends in Marketing series published by Sage Publications with commentaries from scholars worldwide. VK has published over 300 scholarly papers and over 30 books. The American Marketing Association has instituted the V Kumar Mentorship Award to honor his contributions in mentoring future generations of scholars. Dr. Philip Kotler is S.C. Johnson Distinguished Professor of International Marketing (emeritus) at the Kellogg School of Management, Northwestern University. He received his MA degree at the University of Chicago and Ph.D. Degree at MIT in economics. He published 90 books and 170 articles in leading journals. He has won many awards including the 9-Volume "Legends in Marketing" award. He consulted IBM, GE, AT&T, Honeywell, Bank of America, and Merck. He has been an AMA Director; a Drucker Foundation member. He received 22 honorary doctoral degrees. He has taught in Europe, Asia, and South America.