An Instructor's Manual to H2H Marketing Case Studies
Teach Human-to-Human Marketing Effectively
Series: Springer Business Cases;
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Product details:
- Edition number 1st ed. 2024
- Publisher Springer Nature Switzerland
- Date of Publication 8 February 2024
- Number of Volumes 1 pieces, Book
- ISBN 9783031490040
- Binding Hardback
- No. of pages181 pages
- Size 235x155 mm
- Weight 477 g
- Language English
- Illustrations XX, 181 p. 36 illus., 35 illus. in color. Illustrations, black & white 527
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Long description:
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.
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Table of Contents:
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.
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