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H2H Marketing: Case Studies on Human-to-Human Marketing

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Bibliographic Details
Other Authors:	Kotler, Philip 1931- (Editor), Pförtsch, Waldemar A. 1951- (Editor), Sponholz, Uwe 1964- (Editor), Haas, Maximilian (Editor)
Format:	Book
Language:	English
Published:	Cham Springer [2023]
Series:	Springer Business Cases
Subjects:	Marketing Behavioral Economics Organizational Psychology Economics—Psychological aspects Psychology, Industrial
Online Access:	Inhaltsverzeichnis
Physical Description:	xix, 213 Seiten Illustrationen
ISBN:	9783031223921
ISSN:	2662-544X

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MARC


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adam_text	Contents Part I H2H Marketing 1 The New Paradigm: H2H Marketing..................................................... Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, and Maximilian Haas 2 Case Study: Whole Foods Market—Combining Multiple Elements of H2H Marketing........................................................... Daniela Posada and Waldemar Pfoertsch 55 Case Study: The Good Kitchen (Det Gode Køkken)—Applying Design Thinking and Service-Dominant Logic............................. Saurabh Gupta and Waldemar Pfoertsch 71 3 З Partii H2H Mindset 4 H2H Mindset in H2H Marketing............................................................ Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, and Maximilian Haas 5 Case Study: New Challenges at elobau—Can Purpose Orientation and Sustainability Create New Strategic Options? .... Waldemar Pfoertsch Part III 81 93 H2H Management 6 H2H Brand Management and Trust...................................................... Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, and Maximilian Haas 7 Case Study: Liva Branding for Success—Can Ingredient Branding Change the Dynamics in the Indian Textile Value Chain?........ 125 Maximilian Haas and Waldemar Pfoertsch 117 xi xii Contents Part IV The H2H Process 8 Rethinking Operative Marketing: The H2H Process.......................... Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, and Maximilian Haas 143 9 Case Study: H2H Marketing—In the Heart of Siemens’ Success... Agnes Lei and Waldemar Pfoertsch 155 10 Case Study: Medtronic and the Transformation of the Customer Experience............................................. 167 Alberto Andolina, Federico Gavioli, and Fabio Ancarani Part V 11 12 H2H Marketing Future Establishing Resonance Between Companies, People, and the Environment......................................................................... Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, and Maximilian Haas 181 Case Study: Patagonia—A Human-Centered Approach to Marketing.................................................................................................... Charlotte Schatz and Waldemar Pfoertsch 195
adam_txt	Contents Part I H2H Marketing 1 The New Paradigm: H2H Marketing. Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, and Maximilian Haas 2 Case Study: Whole Foods Market—Combining Multiple Elements of H2H Marketing. Daniela Posada and Waldemar Pfoertsch 55 Case Study: The Good Kitchen (Det Gode Køkken)—Applying Design Thinking and Service-Dominant Logic. Saurabh Gupta and Waldemar Pfoertsch 71 3 З Partii H2H Mindset 4 H2H Mindset in H2H Marketing. Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, and Maximilian Haas 5 Case Study: New Challenges at elobau—Can Purpose Orientation and Sustainability Create New Strategic Options? . Waldemar Pfoertsch Part III 81 93 H2H Management 6 H2H Brand Management and Trust. Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, and Maximilian Haas 7 Case Study: Liva Branding for Success—Can Ingredient Branding Change the Dynamics in the Indian Textile Value Chain?. 125 Maximilian Haas and Waldemar Pfoertsch 117 xi xii Contents Part IV The H2H Process 8 Rethinking Operative Marketing: The H2H Process. Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, and Maximilian Haas 143 9 Case Study: H2H Marketing—In the Heart of Siemens’ Success. Agnes Lei and Waldemar Pfoertsch 155 10 Case Study: Medtronic and the Transformation of the Customer Experience. 167 Alberto Andolina, Federico Gavioli, and Fabio Ancarani Part V 11 12 H2H Marketing Future Establishing Resonance Between Companies, People, and the Environment. Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, and Maximilian Haas 181 Case Study: Patagonia—A Human-Centered Approach to Marketing. Charlotte Schatz and Waldemar Pfoertsch 195
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isbn	9783031223921
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spelling	H2H Marketing Case Studies on Human-to-Human Marketing Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Maximilian Haas, editors Cham Springer [2023] xix, 213 Seiten Illustrationen txt rdacontent n rdamedia nc rdacarrier Springer Business Cases 2662-544X Marketing Behavioral Economics Organizational Psychology Economics—Psychological aspects Psychology, Industrial Kotler, Philip 1931- (DE-588)121409600 edt Pförtsch, Waldemar A. 1951- (DE-588)122907019 edt Sponholz, Uwe 1964- (DE-588)11547742X edt Haas, Maximilian edt Erscheint auch als Online-Ausgabe 978-3-031-22393-8 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=034356880&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	H2H Marketing Case Studies on Human-to-Human Marketing Marketing Behavioral Economics Organizational Psychology Economics—Psychological aspects Psychology, Industrial
title	H2H Marketing Case Studies on Human-to-Human Marketing
title_auth	H2H Marketing Case Studies on Human-to-Human Marketing
title_exact_search	H2H Marketing Case Studies on Human-to-Human Marketing
title_exact_search_txtP	H2H Marketing Case Studies on Human-to-Human Marketing
title_full	H2H Marketing Case Studies on Human-to-Human Marketing Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Maximilian Haas, editors
title_fullStr	H2H Marketing Case Studies on Human-to-Human Marketing Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Maximilian Haas, editors
title_full_unstemmed	H2H Marketing Case Studies on Human-to-Human Marketing Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Maximilian Haas, editors
title_short	H2H Marketing
title_sort	h2h marketing case studies on human to human marketing
title_sub	Case Studies on Human-to-Human Marketing
topic	Marketing Behavioral Economics Organizational Psychology Economics—Psychological aspects Psychology, Industrial
topic_facet	Marketing Behavioral Economics Organizational Psychology Economics—Psychological aspects Psychology, Industrial
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=034356880&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
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