02487nam 22006255 450 991073578100332120230718215046.03-031-22393-410.1007/978-3-031-22393-8(CKB)27671165700041(MiAaPQ)EBC30654791(Au-PeEL)EBL30654791(DE-He213)978-3-031-22393-8(PPN)272253863(EXLCZ)992767116570004120230718d2023 u| 0engurcnu||||||||txtrdacontentcrdamediacrrdacarrierH2H Marketing Case Studies on Human-to-Human Marketing /edited by Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Maximilian Haas1st ed. 2023.Cham :Springer International Publishing :Imprint: Springer,2023.1 online resource (222 pages)Springer Business Cases,2662-544X9783031223921 The New Pradigm: H2H Marketing -- H2H Mindset: The Basis -- H2H Management: Putting Trust and Brand in Focus -- Rethinking Operative Marketing: The H2H Process -- Finding Meaning in a Troubled World. .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.Springer Business Cases,2662-544XMarketingEconomics—Psychological aspectsPsychology, IndustrialMarketingBehavioral EconomicsOrganizational PsychologyMarketing.Economics—Psychological aspects.Psychology, Industrial.Marketing.Behavioral Economics.Organizational Psychology.658.84658.84Kotler Philip34994Pfoertsch Waldemar522548Sponholz Uwe1250654Haas Maximilian1379051MiAaPQMiAaPQMiAaPQBOOK9910735781003321H2H Marketing3418531UNINA