Overview
- Presents selected case studies on H2H Marketing
- Brings forward a human-centric approach to marketing strategy
- Identifies the benefits and opportunities from design thinking, service-dominant logic and digital transformation
Part of the book series: Springer Business Cases (SPBC)
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Table of contents (12 chapters)
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Front Matter
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H2H Marketing Future
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Front Matter
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Keywords
About this book
H2H Marketing focuses 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. Following the authors' successful book on H2H Marketing, this book brings foward selected case studies showcasing various aspects of the concept, its fundamental elements, and its implementation.
Editors and Affiliations
About the editors
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 a marketing Professor at the Cyprus Institute of International Management (CIIM) and a part-time Professor at EPOKA University, Tirana, Albania. He is also Professor Emeritus for International Business at the Pforzheim University, Germany, and lectures on H2H Marketing, 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 ITM, Sweden. From 2007-2010 he was a professor of marketing at China Europe International Business School Shanghai (CEIBS). Prof. Pfoertsch is the co-author or author of several books and articles 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 and consumer 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 at Christ University, Bangalore India and other foreign universities. As dean of the Faculty of Business and Engineering at FHWS, he was a strategic driver of the internationalization of the university and the introduction of innovative teaching methods. Today, in addition to his teaching duties, he is responsible for the degree program management of the MBA Business with Europe and the management of two laboratories (Creative Cube and VR Laboratory). For years, he has supported companies with design thinking workshops and consulting projects. He is also shareholder and founding partner of in-cito management consulting and Bodystance GmbH. He uses the second company to test his conceptual ideas of H2H Marketing.
Maximilian Haas is a Product Manager at one of Germany’s leading telecommunications providers. Previously he worked as a business development consultant for a Dutch start-up in the chemical industry, and as a marketing consultant doing projects with international companies such as a leading paper producer in Brazil and an India-based Fortune 500 company. His interests lay mainly in the areas of B2B Marketing, Ingredient Branding, International Business and Venture Capital.
Bibliographic Information
Book Title: H2H Marketing
Book Subtitle: Case Studies on Human-to-Human Marketing
Editors: Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Maximilian Haas
Series Title: Springer Business Cases
DOI: https://doi.org/10.1007/978-3-031-22393-8
Publisher: Springer Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2023
Hardcover ISBN: 978-3-031-22392-1Published: 20 July 2023
Softcover ISBN: 978-3-031-22395-2Due: 19 August 2023
eBook ISBN: 978-3-031-22393-8Published: 18 July 2023
Series ISSN: 2662-5431
Series E-ISSN: 2662-544X
Edition Number: 1
Number of Pages: XIX, 213
Number of Illustrations: 1 b/w illustrations, 56 illustrations in colour
Topics: Marketing, Behavioral/Experimental Economics, Industrial and Organizational Psychology