H2H marketing: the genesis of human-to-human marketing
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| Main Authors: | , , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Cham, Switzerland
Springer
[2021]
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | xxvii, 267 Seiten Illustrationen, Diagramme |
| ISBN: | 9783030595302 |
Staff View
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| adam_text | Contents 1 The Current State of Marketing 1.1 Marketing: Quo Vadis? 1.2 Firms of Endearment: Pioneers of the H2H Philosophy 1.3 Sustainable Management Challenge 1.4 The Evolution to H2H Marketing References 1 3 7 9 14 26 2 The New Paradigm: H2H Marketing 2.1 The H2H Marketing Model: The Three Influencing Factors 2.2 Design Thinking 2.2.1 Design Thinking as a Mindset 2.2.2 Design Thinking as a Method and Toolbox 2.2.3 Establishing the Organizational Prerequisites 2.2.4 Design Thinking for the New Marketing 2.3 The Service-Dominant Logic 2.3.1 Fundamental Premises of the S-DL 2.3.2 Value Creation in the Service-Dominant Logic 2.3.3 Service Ecosystems 2.3.4 The Practical Transition from G-DL to S-DL 2.4 Digitalization 2.4.1 Digitalization Changing the Modus Operandi 2.4.2 Digitalization Affecting Marketing: Dematerialization and the Individualization of the Value Proposition 29 35 37 42 44 48 50 52 55 61 63 66 68 68 75 xiii
XIV Contents 2.4.3 2.4.4 2.4.5 References Digitalization Affecting Marketing: New Customer Behavior Digitalization Affecting Marketing: New Relationship Between Supplier and Customer Digitalization for a Better Marketing 78 81 83 85 H2H Mindset: The Basis 3.1 Market Orientation as Traditional Marketing Mindset 3.2 The H2H Mindset Explained Human-Centeredness 3.2.1 Service Orientation 3.2.2 Agility and Experimentalism 3.2.3 Empathie Interest in Other Perspectives 3.2.4 3.3 H2H Mindset Inside the H2H Marketing Model References 91 93 99 99 101 103 104 105 109 H2H Management: Putting Trust and Brand in Focus 4.1 H2H Trust Management The Big Trust Crisis: An Opportunity for 4.1.1 Companies to Thrive H2H Trust Management in Practice 4.1.2 Brand Activism: Rethinking CSR 4.1.3 Optimizing Results with Customer Experience 4.1.4 Management Build a Strong Reputation 4.1.5 4.2 H2H Brand Management Holistic Brand Management 4.2.1 Factor S-DL: Development of a New Brand Logic 4.2.2 Factor Digitalization: The New Customer Path in 4.2.3 the Connectivity Age Factor Design Thinking: Brand-Formative Design 4.2.4 4.3 Branding in H2H Marketing References 111 113 Rethinking Operative Marketing: The H2H Process 5.1 Serving H2H 5.1.1 Evolution of the Marketing Mix 5.1.2 The H2H Process 113 114 116 119 122 126 128 132 139 145 147 152 157 158 158 166
Contents XV 5.1.3 5.1.4 5.1.5 H2H Marketing at the Fuzzy Front End of Innovation 168 Elements of Co-creation and Value Proposition 172 Operative Marketing as Iterative Process Through the H2H Canvas 175 5.2 The H2H Process: A Close-Up View 176 5.2.1 H2H Problem 177 5.2.2 Human Insights 180 5.2.3 Leveraging Network Knowledge and Skills 186 5.2.4 Products and Services as Service for the Customer 187 5.2.5 Inform, Advise, and Entertain with Valuable Content 194 5.2.6 Setting Goals, Audience Mapping,and Planning 198 5.2.7 Access: Making the Value Proposition Available to Customers 202 5.2.8 Socialization of e-Commerce 207 5.3 The H2H Process as Operative Processof H2HMarketing 208 References 211 6 Finding Meaning in a Troubled World 6.1 And the World Wakes Up 6.2 The Future in Resonance 6.3 Ending the Story References 217 222 230 232 234 References 237 Company Index 255 Subject Index 259
|
| adam_txt |
Contents 1 The Current State of Marketing 1.1 Marketing: Quo Vadis? 1.2 Firms of Endearment: Pioneers of the H2H Philosophy 1.3 Sustainable Management Challenge 1.4 The Evolution to H2H Marketing References 1 3 7 9 14 26 2 The New Paradigm: H2H Marketing 2.1 The H2H Marketing Model: The Three Influencing Factors 2.2 Design Thinking 2.2.1 Design Thinking as a Mindset 2.2.2 Design Thinking as a Method and Toolbox 2.2.3 Establishing the Organizational Prerequisites 2.2.4 Design Thinking for the New Marketing 2.3 The Service-Dominant Logic 2.3.1 Fundamental Premises of the S-DL 2.3.2 Value Creation in the Service-Dominant Logic 2.3.3 Service Ecosystems 2.3.4 The Practical Transition from G-DL to S-DL 2.4 Digitalization 2.4.1 Digitalization Changing the Modus Operandi 2.4.2 Digitalization Affecting Marketing: Dematerialization and the Individualization of the Value Proposition 29 35 37 42 44 48 50 52 55 61 63 66 68 68 75 xiii
XIV Contents 2.4.3 2.4.4 2.4.5 References Digitalization Affecting Marketing: New Customer Behavior Digitalization Affecting Marketing: New Relationship Between Supplier and Customer Digitalization for a Better Marketing 78 81 83 85 H2H Mindset: The Basis 3.1 Market Orientation as Traditional Marketing Mindset 3.2 The H2H Mindset Explained Human-Centeredness 3.2.1 Service Orientation 3.2.2 Agility and Experimentalism 3.2.3 Empathie Interest in Other Perspectives 3.2.4 3.3 H2H Mindset Inside the H2H Marketing Model References 91 93 99 99 101 103 104 105 109 H2H Management: Putting Trust and Brand in Focus 4.1 H2H Trust Management The Big Trust Crisis: An Opportunity for 4.1.1 Companies to Thrive H2H Trust Management in Practice 4.1.2 Brand Activism: Rethinking CSR 4.1.3 Optimizing Results with Customer Experience 4.1.4 Management Build a Strong Reputation 4.1.5 4.2 H2H Brand Management Holistic Brand Management 4.2.1 Factor S-DL: Development of a New Brand Logic 4.2.2 Factor Digitalization: The New Customer Path in 4.2.3 the Connectivity Age Factor Design Thinking: Brand-Formative Design 4.2.4 4.3 Branding in H2H Marketing References 111 113 Rethinking Operative Marketing: The H2H Process 5.1 Serving H2H 5.1.1 Evolution of the Marketing Mix 5.1.2 The H2H Process 113 114 116 119 122 126 128 132 139 145 147 152 157 158 158 166
Contents XV 5.1.3 5.1.4 5.1.5 H2H Marketing at the Fuzzy Front End of Innovation 168 Elements of Co-creation and Value Proposition 172 Operative Marketing as Iterative Process Through the H2H Canvas 175 5.2 The H2H Process: A Close-Up View 176 5.2.1 H2H Problem 177 5.2.2 Human Insights 180 5.2.3 Leveraging Network Knowledge and Skills 186 5.2.4 Products and Services as Service for the Customer 187 5.2.5 Inform, Advise, and Entertain with Valuable Content 194 5.2.6 Setting Goals, Audience Mapping,and Planning 198 5.2.7 Access: Making the Value Proposition Available to Customers 202 5.2.8 Socialization of e-Commerce 207 5.3 The H2H Process as Operative Processof H2HMarketing 208 References 211 6 Finding Meaning in a Troubled World 6.1 And the World Wakes Up 6.2 The Future in Resonance 6.3 Ending the Story References 217 222 230 232 234 References 237 Company Index 255 Subject Index 259 |
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| illustrated | Illustrated |
| index_date | 2024-07-03T16:24:44Z |
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| isbn | 9783030595302 |
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| physical | xxvii, 267 Seiten Illustrationen, Diagramme |
| publishDate | 2021 |
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| spellingShingle | Kotler, Philip 1931- Pförtsch, Waldemar A. 1951- Sponholz, Uwe 1964- H2H marketing the genesis of human-to-human marketing Marketing Industrial and Organizational Psychology IT in Business Industrial psychology Information technology Business—Data processing Marketing (DE-588)4037589-4 gnd Kundenorientierung (DE-588)4316837-1 gnd |
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| title | H2H marketing the genesis of human-to-human marketing |
| title_auth | H2H marketing the genesis of human-to-human marketing |
| title_exact_search | H2H marketing the genesis of human-to-human marketing |
| title_exact_search_txtP | H2H marketing the genesis of human-to-human marketing |
| title_full | H2H marketing the genesis of human-to-human marketing Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz |
| title_fullStr | H2H marketing the genesis of human-to-human marketing Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz |
| title_full_unstemmed | H2H marketing the genesis of human-to-human marketing Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz |
| title_short | H2H marketing |
| title_sort | h2h marketing the genesis of human to human marketing |
| title_sub | the genesis of human-to-human marketing |
| topic | Marketing Industrial and Organizational Psychology IT in Business Industrial psychology Information technology Business—Data processing Marketing (DE-588)4037589-4 gnd Kundenorientierung (DE-588)4316837-1 gnd |
| topic_facet | Marketing Industrial and Organizational Psychology IT in Business Industrial psychology Information technology Business—Data processing Kundenorientierung |
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Indexes
THWS Schweinfurt Zentralbibliothek Lesesaal
| Call Number: |
2000 QP 620 K87 |
|---|---|
| Copy 1 | ausleihbar Available Place a Hold |
| Copy 2 | ausleihbar Available Place a Hold |
| Copy 3 | ausleihbar Available Place a Hold |