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