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H2H Marketing : Case Studies on Human-to-Human Marketing / / edited by Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Maximilian Haas



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Autore: Kotler Philip Visualizza persona
Titolo: H2H Marketing : Case Studies on Human-to-Human Marketing / / edited by Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Maximilian Haas Visualizza cluster
Pubblicazione: Cham : , : Springer International Publishing : , : Imprint : Springer, , 2023
Edizione: 1st ed. 2023.
Descrizione fisica: 1 online resource (222 pages)
Disciplina: 658.84
Soggetto topico: Marketing
Economics—Psychological aspects
Psychology, Industrial
Behavioral Economics
Organizational Psychology
Altri autori: PfoertschWaldemar  
SponholzUwe  
HaasMaximilian  
Nota di contenuto: 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. .
Sommario/riassunto: 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.
Titolo autorizzato: H2H Marketing  Visualizza cluster
ISBN: 3-031-22393-4
Formato: Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione: Inglese
Record Nr.: 9910735781003321
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Serie: Springer Business Cases, . 2662-544X