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Autore: | Kotler Philip |
Titolo: | An Instructor's Manual to H2H Marketing Case Studies : Teach Human-To-Human Marketing Effectively |
Pubblicazione: | Cham : , : Springer International Publishing AG, , 2024 |
©2024 | |
Edizione: | 1st ed. |
Descrizione fisica: | 1 online resource (197 pages) |
Altri autori: | PfoertschWaldemar SponholzUwe SulajKejsi |
Nota di contenuto: | Intro -- Foreword -- Preface -- Primary Reading -- Further Reading -- Contents -- About the Authors -- List of Abbreviations -- List of Figures -- 1: The New Paradigm: H2H Marketing -- 1.1 Teaching Note Case Study: Whole Foods Market-Combining Multiple Elements of H2H Marketing -- 1.2 Teaching Note Case Study: Design Thinking at the Good Kitchen -- References -- Further Reading -- 2: H2H Mindset: The Basis -- 2.1 Teaching Note Case Study: H2H Mindset at Elobau -- References -- Further Reading -- 3: H2H Management: Putting Trust and Brand in Focus -- 3.1 Teaching Note Case Study: The Liva Brand Success Story -- References -- Further Reading -- 4: Rethinking Operative Marketing: The H2H Process -- 4.1 Teaching Note Case Study: The Operative Marketing Process at Siemens -- 4.2 Teaching Note Case Study: Medtronic and the Transformation of the Customer Experience -- References -- Further Reading -- 5: Finding Meaning in a Troubled World -- 5.1 Teaching Note Case Study: Patagonia: A Human-Centered Approach to Marketing -- Image Links -- References -- Further Reading -- Index. |
ISBN: | 3-031-49005-3 |
Formato: | Materiale a stampa |
Livello bibliografico | Monografia |
Lingua di pubblicazione: | Inglese |
Record Nr.: | 9910835062703321 |
Lo trovi qui: | Univ. Federico II |
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