TY  - BOOK
AU  - Kotler,Philip
AU  - Pfoertsch,Waldemar
AU  - Sponholz,Uwe
AU  - Haas,Maximilian
TI  - H2H Marketing: Case Studies on Human-to-Human Marketing 
T2  - Springer Business Cases,
SN  - 9783031223938
U1  - 658.8 23
PY  - 2023///
CY  - Cham
PB  - Springer International Publishing, Imprint: Springer
KW  - Marketing
KW  - Economics
KW  - Psychological aspects
KW  - Psychology, Industrial
KW  - Behavioral Economics
KW  - Organizational Psychology
N1  - 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.
N2  - 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
UR  - https://doi.org/10.1007/978-3-031-22393-8
ER  -