LEADER 02487nam 22006255 450 001 9910735781003321 005 20230718215046.0 010 $a3-031-22393-4 024 7 $a10.1007/978-3-031-22393-8 035 $a(CKB)27671165700041 035 $a(MiAaPQ)EBC30654791 035 $a(Au-PeEL)EBL30654791 035 $a(DE-He213)978-3-031-22393-8 035 $a(PPN)272253863 035 $a(EXLCZ)9927671165700041 100 $a20230718d2023 u| 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aH2H Marketing $eCase Studies on Human-to-Human Marketing /$fedited by Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Maximilian Haas 205 $a1st ed. 2023. 210 1$aCham :$cSpringer International Publishing :$cImprint: Springer,$d2023. 215 $a1 online resource (222 pages) 225 1 $aSpringer Business Cases,$x2662-544X 311 $a9783031223921 327 $aThe 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. . 330 $aH2H Marketing focuses on redefining the role of marketing by reorienting the mindset of decision-makers and integrating the concepts of Design Thinking, Service-Dominant Logic and Digitalization. Following the authors' successful book on H2H Marketing, this book brings foward selected case studies showcasing various aspects of the concept, its fundamental elements, and its implementation. 410 0$aSpringer Business Cases,$x2662-544X 606 $aMarketing 606 $aEconomics?Psychological aspects 606 $aPsychology, Industrial 606 $aMarketing 606 $aBehavioral Economics 606 $aOrganizational Psychology 615 0$aMarketing. 615 0$aEconomics?Psychological aspects. 615 0$aPsychology, Industrial. 615 14$aMarketing. 615 24$aBehavioral Economics. 615 24$aOrganizational Psychology. 676 $a658.84 676 $a658.84 700 $aKotler$b Philip$034994 701 $aPfoertsch$b Waldemar$0522548 701 $aSponholz$b Uwe$01250654 701 $aHaas$b Maximilian$01379051 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910735781003321 996 $aH2H Marketing$93418531 997 $aUNINA