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H2H Marketing - The Genesis of Human-to-Human Marketing (Hardcover, 1st ed. 2021)
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H2H Marketing - The Genesis of Human-to-Human Marketing (Hardcover, 1st ed. 2021)
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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.
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