H2H Marketing  Case Studies on Human-to-Human Marketing /  [electronic resource] : 
edited by Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Maximilian Haas. 
 - 1st ed. 2023. 
 - Cham :  Springer International Publishing :  Imprint: Springer,  2023. 
 - XIX, 213 p. 57 illus., 56 illus. in color.  online resource. 
 - Springer Business Cases,  2662-544X .
<br/><br/>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. . 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>9783031223938 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing.<br/>Economics--Psychological aspects.<br/>Psychology, Industrial.<br/>Marketing.<br/>Behavioral Economics.<br/>Organizational Psychology.
<br/><br/><label>Dewey Class. No.: </label>658.8