H2H Marketing: The Genesis of Human-to-Human Marketing


书籍英文名: H2H Marketing: The Genesis of Human-to-Human Marketing

书籍作者 :Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz

书籍简介: In H2H Marketing the authors focus 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.

It’s not just technological advances that have made it necessary to revisit the way everybody thinks about marketing; customers and marketers as human decision-makers are changing, too. Therefore, having the right mindset, the right management approach and highly dynamic implementation processes is key to creating innovative and meaningful value propositions for all stakeholders.


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