An Instructor's Manual to H2H Marketing Case Studies : Teach Human-to-Human Marketing Effectively / / by Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Kejsi Sulaj
(Visualizza in formato marc)
(Visualizza in BIBFRAME)
| Autore: |
Kotler Philip
|
| Titolo: |
An Instructor's Manual to H2H Marketing Case Studies : Teach Human-to-Human Marketing Effectively / / by Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Kejsi Sulaj
|
| Pubblicazione: | Cham : , : Springer Nature Switzerland : , : Imprint : Springer, , 2024 |
| Edizione: | 1st ed. 2024. |
| Descrizione fisica: | 1 online resource (197 pages) |
| Disciplina: | 780 |
| Soggetto topico: | Marketing |
| Executives - Training of | |
| Social sciences | |
| Humanistic psychology | |
| Management Education | |
| Society | |
| Humanistic Psychology | |
| Nota di bibliografia: | Includes bibliographical references and index. |
| Nota di contenuto: | 1 -- The New Paradigm: H2H Marketing -- 1.1 Case Study: Whole Foods Market -- 1.2 Case Study: Design-Thinking at the Good Kitchen -- 2 -- H2H Mindset: The Basis: 2.1 Case Study: H2H Mindset at Elobau -- 3. H2H Management: Putting Trust and Brand in Focus -- 3.1 Case Study: The Liva Brand Success Story -- 4. Rethinking Operative Marketing: The H2H Process -- 4.1 Case Study: The Operative Marketing Process at Siemens -- 4.2 Case Study: Medtronic and the Transformation of the CX -- 5. Finding Meaning in a Troubled World -- 5.1 Case Study: Patagonia - A Human-Centered Approach to Marketing. . |
| Sommario/riassunto: | This is an instructor's manual for the popular textbook 'H2H Marketing: Case Studies on Human-to-Human Marketing' (Springer, 2023). The authors have provided a perfect companion that enables teachers to adopt a case-by-case approach when using the material in the classroom. 'H2H Marketing' focuses on redefining the role of marketing by reshaping the mindset of decision-makers and integrating concepts such as Design Thinking, Service-Dominant Logic, and Digitalization. By following this carefully designed manual, teachers can assist their students in gaining a deeper understanding of the case studies that illustrate various aspects of the concept, its fundamental elements, and its implementation. |
| Titolo autorizzato: | An Instructor's Manual to H2H Marketing Case Studies |
| 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 |
| Opac: | Controlla la disponibilità qui |
Serie:
Springer Business Cases, . 2662-544X