Short description:

H2H Marketing is packed with inspiring new concepts to help leaders in diverse industries and organizations make the shift from conventional marketing to a more human-oriented way of doing business by applying the mindset, concept and process outlined within. H2H Marketing shows you how to realign your thinking, your people and your organization to create value propositions for all relevant stakeholders.

Here you will learn about the newest marketing thinking and best applications.

Philip Kotler and Waldemar Pfoertsch have now followed up on their visionary book ?B2B Brand Management.? H2H Marketing takes the groundbreaking B2B marketing and branding principles from their previous work and combines them with fresh ideas and concepts. Philip Kotler?s ?Marketing 4.0? and the ?Mensch Marketing? approach put forward by Waldemar Pfoertsch and Uwe Sponholz have helped to shape this modern way of thinking about and doing marketing. H2H Marketing offers a smart, systematicplan to help any organization move away from conventional marketing and create value propositions for all relevant stakeholders. You don?t have to be an entrepreneur or techie to take advantage of their insights; you only have to be willing to challenge the assumptions of your industry, ask fresh questions, apply deep thinking and embrace your own humanness.

Long description:

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.

This book is essential reading for the following groups:

•             Executives who want to bring new meaning to their lives and organizations
•             Managers who need inspirations and evidence for their daily work in order to handle the change management needed in  response to the drivingforces of technology, society and ecology
•              Professors, trainers and coaches who want to apply the latest marketing principles
•              Students and trainees who want to prepare for the future
•              Customers of any kind who need to distinguish between leading companies
•              Employees of suppliers and partners who want to help their firms stand out.

The authors review the status quo of marketing and outline its evolution to the new H2H Marketing. In turn, they demonstrate the new marketing paradigm with the H2H Marketing Model, which incorporates Design Thinking, Service-Dominant Logic and the latest innovations in Digitalization. With the new H2H Mindset, Trust and Brand Management and the evolution of the operative Marketing Mix to the updated, dynamicand iterative H2H Process, they offer a way for marketing to find meaning in a troubled world.

Table of Contents:

1. The Current State of Marketing.- 2. The New Paradigm: H2H Marketing.- 3. H2H Mindset: The Basis.- 4. H2H Management: Putting Trust and Brand in Focus.- 5. Rethinking Operative Marketing: The H2H Process.- 6. Finding Meaning in a Troubled World.