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H2H Marketing: The Genesis of Human-to-Human Marketing 1st ed. 2021 [Kietas viršelis]

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  • Formatas: Hardback, 267 pages, aukštis x plotis: 235x155 mm, weight: 612 g, 69 Illustrations, color; 1 Illustrations, black and white; XXVII, 267 p. 70 illus., 69 illus. in color., 1 Hardback
  • Išleidimo metai: 13-Dec-2020
  • Leidėjas: Springer Nature Switzerland AG
  • ISBN-10: 3030595307
  • ISBN-13: 9783030595302
Kitos knygos pagal šią temą:
H2H Marketing: The Genesis of Human-to-Human Marketing 1st ed. 2021Didesnis paveikslėlis
  • Formatas: Hardback, 267 pages, aukštis x plotis: 235x155 mm, weight: 612 g, 69 Illustrations, color; 1 Illustrations, black and white; XXVII, 267 p. 70 illus., 69 illus. in color., 1 Hardback
  • Išleidimo metai: 13-Dec-2020
  • Leidėjas: Springer Nature Switzerland AG
  • ISBN-10: 3030595307
  • ISBN-13: 9783030595302
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9783030595302.html

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 driving forces 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, dynamic and iterative H2H Process, they offer a way for marketing to find meaning in a troubled world.


 



1 The Current State of Marketing
1(28)
1.1 Marketing: Quo Vadis?
3(4)
1.2 Firms of Endearment: Pioneers of the H2H Philosophy
7(2)
1.3 Sustainable Management Challenge
9(5)
1.4 The Evolution to H2H Marketing
14(15)
References
26(3)
2 The New Paradigm: H2H Marketing
29(62)
2.1 The H2H Marketing Model: The Three Influencing Factors
35(2)
2.2 Design Thinking
37(15)
2.2.1 Design Thinking as a Mindset
42(2)
2.2.2 Design Thinking as a Method and Toolbox
44(4)
2.2.3 Establishing the Organizational Prerequisites
48(2)
2.2.4 Design Thinking for the New Marketing
50(2)
2.3 The Service-Dominant Logic
52(16)
2.3.1 Fundamental Premises of the S-DL
55(6)
2.3.2 Value Creation in the Service-Dominant Logic
61(2)
2.3.3 Service Ecosystems
63(3)
2.3.4 The Practical Transition from G-DL to S-DL
66(2)
2.4 Digitalization
68(23)
2.4.1 Digitalization Changing the Modus Operandi
68(7)
2.4.2 Digitalization Affecting Marketing: Dematerialization and the Individualization of the Value Proposition
75(3)
2.4.3 Digitalization Affecting Marketing: New Customer Behavior
78(3)
2.4.4 Digitalization Affecting Marketing: New Relationship Between Supplier and Customer
81(2)
2.4.5 Digitalization for a Better Marketing
83(2)
References
85(6)
3 H2H Mindset: The Basis
91(20)
3.1 Market Orientation as Traditional Marketing Mindset
93(6)
3.2 The H2H Mindset Explained
99(6)
3.2.1 Human-Centeredness
99(2)
3.2.2 Service Orientation
101(2)
3.2.3 Agility and Experimentalism
103(1)
3.2.4 Empathic Interest in Other Perspectives
104(1)
3.3 H2H Mindset Inside the H2H Marketing Model
105(6)
References
109(2)
4 H2H Management: Putting Trust and Brand in Focus
111(46)
4.1 H2H Trust Management
113(13)
4.1.1 The Big Trust Crisis: An Opportunity for Companies to Thrive
113(1)
4.1.2 H2H Trust Management in Practice
114(2)
4.1.3 Brand Activism: Rethinking CSR
116(3)
4.1.4 Optimizing Results with Customer Experience Management
119(3)
4.1.5 Build a Strong Reputation
122(4)
4.2 H2H Brand Management
126(21)
4.2.1 Holistic Brand Management
128(4)
4.2.2 Factor S-DL: Development of a New Brand Logic
132(7)
4.2.3 Factor Digitalization: The New Customer Path in the Connectivity Age
139(6)
4.2.4 Factor Design Thinking: Brand-Formative Design
145(2)
4.3 Branding in H2H Marketing
147(10)
References
152(5)
5 Rethinking Operative Marketing: The H2H Process
157(60)
5.1 Serving H2H
158(18)
5.1.1 Evolution of the Marketing Mix
158(8)
5.1.2 The H2H Process
166(2)
5.1.3 H2H Marketing at the Fuzzy Front End of Innovation
168(4)
5.1.4 Elements of Co-creation and Value Proposition
172(3)
5.1.5 Operative Marketing as Iterative Process Through the H2H Canvas
175(1)
5.2 The H2H Process: A Close-Up View
176(32)
5.2.1 H2H Problem
177(3)
5.2.2 Human Insights
180(6)
5.2.3 Leveraging Network Knowledge and Skills
186(1)
5.2.4 Products and Services as Service for the Customer
187(7)
5.2.5 Inform, Advise, and Entertain with Valuable Content
194(4)
5.2.6 Setting Goals, Audience Mapping, and Planning
198(4)
5.2.7 Access: Making the Value Proposition Available to Customers
202(5)
5.2.8 Socialization of e-Commerce
207(1)
5.3 The H2H Process as Operative Process of H2H Marketing
208(9)
References
211(6)
6 Finding Meaning in a Troubled World
217(20)
6.1 And the World Wakes Up
222(8)
6.2 The Future in Resonance
230(2)
6.3 Ending the Story
232(5)
References
234(3)
References 237(18)
Company Index 255(4)
Subject Index 259
Philip Kotler is one of the world's leading authorities in marketing. He was the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, Evanston, Illinois. He received his Masters Degree at the University of Chicago and his PhD Degree at MIT, both in economics. Professor Kotler is the author of several books which changed the modern marketing mindset, and has received many accolades for his contribution globally. He has traveled extensively across Europe, Asia and South America, advising and lecturing to many companies about how to apply sound economic and marketing science principles to increase their competitiveness. He has also advised governments on how to develop stronger public agencies to further the development of the nations economic well-being. Waldemar Pfoertsch is Professor Emeritus for International Business at the Pforzheim University, Germany and lectures on B2B Marketing and industrial Brand Management. He is also a lecturer at the Mannheim Business School (Germany), Tongji SEM, Shanghai, and TUM (Technical University Munich, Heilbronn, Germany). He also teaches at Indian Institute of Management Calcutta (IIMC), ITM, Sweden and Graduate Business School of ESAN, Lima Peru. From 2007-2010 he was professor of marketing at China Europe International Business School Shanghai (CEIBS). Prof. Pfoertsch is the co-author or author of several books in German and English, and his research interests have evolved around the globalization of high- tech companies and their marketing and branding efforts. His newest research focuses on Human-to-Human marketing of industrial companies. Uwe Sponholz is Professor for Service Engineering, Innovation Management and Design Thinking, B2B Marketing and Sales as well as Strategic Management at FHWS - University of Applied Sciences Wuerzburg-Schweinfurt (Germany). He also teachesat Christ University, Bangalore India and other foreign universities. As dean of the Faculty of Business and Engineering at FHWS, he was a strategic driver of the internationalization of the university and the introduction of innovative teaching methods. Today, in addition to his teaching duties, he is responsible for the degree program management of the MBA Business with Europe and the management of two laboratories (Creative Cube and VR Laboratory). For years, he has supported companies with design thinking workshops and consulting projects. He is also shareholder and founding partner of in-cito management consulting and Bodystance GmbH. He uses the second company to test his conceptual ideas of H2H Marketing.