H2H Marketing focuses 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. Following the authors' successful book on H2H Marketing, this book brings foward selected case studies showcasing various aspects of the concept, its fundamental elements, and its implementation.  

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.

Inspired by a new, transformative era in human and business relations, this book provides a unique perspective on the business transformation that results from the collaboration between suppliers and their strategic customers. It is all about guiding organizational change and business transformation, starting with sales itself. Companies choosing this approach can make a significant and meaningful difference with strategic customers, moving beyond the competition. By challenging existing business assumptions and creating new perspectives on the marketplace, organizations can increase value across traditional company borders, making the (business) world a better place in the process. Both thought-provoking and practical, this management book integrates academic insights, real life examples and best practices of business transformation. It is a must-read for business leaders aiming to make a difference. "Integrating with your strategic customers beyond a transactional sales relationship is key for shaping new markets, developing your brand, and leveraging your strategic relationships. If sales and profitability with strategic accounts are to grow beyond the average, a change in mindset from seeing sales as an "outside" to an "inside" job is required to truly create a win-win relationship. Kotler/Dingena/Pfoertsch's "Transformational Sales" provides hands-on insights and tools needed for companies who truly want to achieve this transformation." Marc Hantscher, CEO and President Asia-Pacific, BSH Home Appliances Pte. Ltd. Singapore "The more profoundly and systematically B2B companies familiarize themselves with and accommodate their customers' functional, emotional and strategic needs, the more powerful they are on the market. Top brands are professionally and passionately tuned in to their customers. Sales, Project Management, Marketing, R&D, Production and Purchasing work in concert to drive customer success, always with an eye to the future. This book presents illustrative cases, highlighting how champions have scaled up their business." Achim Kuehn, CMO Herrenknecht AG, Schwanau, Germany

This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies need to start using branding in a sophisticated way. It provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods. It offers strategies for a successful development of branding concepts for business markets and explains the benefits and the value a business, product or service provides to industrial customers. As industrial companies are turning to branding this book provides the best practices and hands-on advice for B2B brand management.

Inspired by a new, transformative era in human and business relations, this book provides a unique perspective on the business transformation that results from the collaboration between suppliers and their strategic customers. It is all about guiding organizational change and business transformation, starting with sales itself. Companies choosing this approach can make a significant and meaningful difference with strategic customers, moving beyond the competition. By challenging existing business assumptions and creating new perspectives on the marketplace, organizations can increase value across traditional company borders, making the (business) world a better place in the process. Both thought-provoking and practical, this management book integrates academic insights, real life examples and best practices of business transformation. It is a must-read for business leaders aiming to make a difference. "Integrating with your strategic customers beyond a transactional sales relationship is key for shaping new markets, developing your brand, and leveraging your strategic relationships. If sales and profitability with strategic accounts are to grow beyond the average, a change in mindset from seeing sales as an "outside" to an "inside" job is required to truly create a win-win relationship. Kotler/Dingena/Pfoertsch's "Transformational Sales" provides hands-on insights and tools needed for companies who truly want to achieve this transformation." Marc Hantscher, CEO and President Asia-Pacific, BSH Home Appliances Pte. Ltd. Singapore "The more profoundly and systematically B2B companies familiarize themselves with and accommodate their customers' functional, emotional and strategic needs, the more powerful they are on the market. Top brands are professionally and passionately tuned in to their customers. Sales, Project Management, Marketing, R&D, Production and Purchasing work in concert to drive customer success, always with an eye to the future. This book presents illustrative cases, highlighting how champions have scaled up their business." Achim Kuehn, CMO Herrenknecht AG, Schwanau, Germany

1. Der aktuelle Stand des Marketings1.1 Marketing: Quo Vadis?1.2 Unternehmen der Zartlichkeit: Pioniere der H2H-Philosophie1.3 Nachhaltiges Management als Herausforderung1.4 Die Entwicklung zum H2H-Marketing2 Das neue Paradigma: H2H-Marketing2.1 Das H2H-Marketing-Modell: Die drei einflussreichen Faktoren2.2 Design Thinking2.2.1 Design Thinking als Denkweise2.2.2 Design Thinking als Methode und Werkzeugkasten2.2.3 Schaffen der organisatorischen Voraussetzunge2.2.4 Design Thinking fur das neue Marketing2.3 Die Service-Dominant Logic2.3.1 Grundlegende Pramissen der S-DL2.3.2 Wertschoepfung in der Service-Dominant Logic2.3.3 Service-OEkosysteme2.3.4 Der praktische UEbergang von der G-DL zur S-DL2.4 Digitalisierung2.4.1 Die Digitalisierung verandert den Modus Operandi2.4.2 Auswirkungen der Digitalisierung auf das Marketing: Dematerialisierung und die Individualisierung des Wertangebotes2.4.3 Die Digitalisierung beeinflusst das Marketing: Neues Kundenverhalten2.4.4 Die Digitalisierung beeinflusst das Marketing: Neue Beziehung zwischen Anbieter und Kunde2.4.5 Digitalisierung fur ein besseres Marketing 3 H2H-Mindset: Die Basis3.1 Marktorientierung als traditionelle Marketing-Mindset3.2 Die H2H-Mindset erklart3.2.1 Menschenzentriertheit3.2.2 Service-Orientierung3.2.3 Agilitat und Experimentierfreudigkeit3.2.4 Empathisches Interesse an anderen Sichtweisen3.3 H2H-Mindset innerhalb des H2H-Marketingmodells4 H2H-Management: Vertrauen und Marke in den Fokus rucken4.1 H2H-Vertrauensmanagement4.1.1 Die grosse Vertrauenskrise: Eine Chance fur Unternehmen zu gedeihen4.1.2 H2H-Vertrauensmanagement in der Praxis4.1.3 Brand Activism: CSR neu denken4.1.4 Optimierung der Ergebnisse mit Customer Experience Management4.1.5 Aufbau eines guten Rufs4.2 H2H-Markenmanagement4.2.1 Ganzheitliches Markenmanagement4.2.2 Faktor S-DL: Entwicklung einer neuen Markenlogik4.2.3 Faktor Digitalisierung: Der neue Kundenweg im Zeitalter der Konnektivitat4.2.4 Faktor Design Thinking: Brand-formativ Design (markenbildendes "Design")4.3 Markenbildung im H2H-Marketing5 Operatives Marketing neu denken: Der H2H-Prozess5.1 H2H ausfuhren5.1.1 Entwicklung des Marketing-Mix5.1.2 Der H2H-Prozess5.1.3 H2H-Marketing an der unscharfen Front der Innovation5.1.4 Elemente der Co-Creation und des Wertangebots5.1.5 Operatives Marketing als iterativer Prozess durch das H2H-Canvas5.2 Der H2H-Prozess: Eine Nahaufnahme5.2.1 Das H2H-Problem5.2.2 Menschliche Einsichten5.2.3 Nutzung von Netzwerkwissen und -fahigkeiten5.2.4 Produkte und Dienstleistungen als Service fur den Kunden5.2.5 Informieren, Beraten und Unterhalten mit wertvollen Inhalten5.2.6 Zielsetzung, Zielgruppenkartierung und Planung5.2.7 Zugang: Das Wertangebot fur die Kunden verfugbar machen5.2.8 Social Commerce5.3 Der H2H-Prozess als operativer Handlungsplan im H2H-Marketing6 Sinnfindung in einer unruhigen Welt6.1 Und die Welt wacht auf6.2 Die Zukunft in Resonanz6.3 Das Ende der GeschichteFirmen-Index

Der Bedeutungswandel des Marketings wurde spatestens mit dem Einzug der Digitalisierung spurbar: durch die Reduktion auf Verkaufszahlen und Kommunikation hat es sich selbst fast uberflussig gemacht. Marketing braucht Erneuerung und Ruckbesinnung zugleich. Die Zukunft des Marketings liegt im Kristallisationspunkt aller unternehmerischer Tatigkeiten - dem radikalen Fokus auf den Kunden. Wahrend viele Marketing-Ratgeber mit dem Appell "Zuruck zum Kunden" enden, zeigen die Autoren hier im Detail, warum Marketing ein neues Mindset braucht, wie es sich strategisch neu aufstellen und operativ zum Wohle des Kunden umsetzen lasst: empathisch, agil, ganzheitlich vernetzt und iterativ. Serioeses Marketing kann so bei der Loesung wirklich drangender, menschlicher Probleme helfen. Die Autoren analysieren messerscharf die vernachlassigte Marketing-Kultur in vielen B2C- und B2B-Unternehmen. Mit dem von ihnen entwickelten H2H-(Human-to-Human)-Marketing-Konzept weisen sie den Weg fur eine radikale Neuorientierung im Marketing. Sie prasentieren keine markigen Spruche, coolen Buzzwords oder romantischen Fantasien, sondern professionelles Handwerk, das Marketing-Profis fur ihre tagliche Arbeit beherrschen mussen. Marketing wird so wieder respektiert werden, muss sich dies aber durch neues Wissen und verbesserte Fahigkeiten zunachst verdienen. Aus dem Inhalt Der notwendige Wandel im Marketing Mindset durch Design Thinking, Service-Dominant-Logic und Digitalisierung. Vertrauen und dessen Management in Form von Marke, Customer Experience und Reputation wird in der Praxis haufig unterschatzt und ist doch so wirksam. Der konkrete Weg zum H2H-Marketing mit Prozess und Instrumenten. So erzeugen Sie echte Mitarbeiter- und Kundenbegeisterung.

An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing. The authors have examined more than one hundred examples, analyzed four industries and developed nine detailed case studies to demonstrate the viability of this marketing innovation. The new concepts and principles can easily be applied by professionals. In the light of the success stories of Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon it can be expected that component suppliers will increasingly use Ingredient Branding strategies in the future.

This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies need to start using branding in a sophisticated way. It provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods. It offers strategies for a successful development of branding concepts for business markets and explains the benefits and the value a business, product or service provides to industrial customers. As industrial companies are turning to branding this book provides the best practices and hands-on advice for B2B brand management.

An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing.

The authors have examined more than one hundred examples, analyzed four industries and developed nine detailed case studies to demonstrate the viability of this marketing innovation. The new concepts and principles can easily be applied by professionals. In the light of the success stories of Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon it can be expected that component suppliers will increasingly use Ingredient Branding strategies in the future.

Marketing lebt von der Innovation und dem Kundennutzen. Unternehmen, die beides kombinieren k nnen, sind auf dem Weg zum Erfolg. Mit Ingredient Branding bekommen Lieferanten und Endprodukt-Hersteller ein neues Instrument an die Hand, das ihnen echte Wettbewerbsvorteile verschafft. Intel mit der Ingredient-Branding-Konzeption "Intel inside" hat es vorgemacht. Mehr als 90% Marktanteil sind der beste Beweis f r das Funktionieren dieses Vorgehens. Ian Paterson, Mitglied des Vorstands der Bayer MaterialScience AG, formuliert: "Der Konsument erh lt die Botschaft, dass nicht nur der Hersteller des Artikels f r die Qualit t des Endprodukts steht, sondern auch der Lieferant des wichtigsten Bestandteils." In diesem Buch werden noch andere Beispiele vorgestellt, die den Lesern Anregungen geben, wie sie ihre Marke in der Marke erfolgreich gestalten k nnen.

As products become more similar, and competitive advantages dissipate, the one true differentiating factor remaining is the brand. Waldemar Pfoertsch and his colleague Phil Kotler set the stage for discussing the role of brand management in the business to business sector. He now partners with Jeremy Alexis and Brianna Sylver to show readers how design techniques, integrated with traditional brand management factors, can strengthen a brand.

As the first book of its kind Business Brand Design Management illustrates the importance of branding and presents the concepts and theory of how to let design build brand coherence and value. Business Brand Design Management goes far beyond focusing on how to design a logo. The writers take a holistic approach, advocating that design language radiates from the CEO through the product, all the way to the customer, in order to build a lasting competitive advantage. The readers are taken on a journey through the three layers of brand design management: brand enablers, brand delivery, and brand experience. Within each of these layers they will learn where to integrate design techniques with brand management methods in order to build and communicate a strong brand.

With cases from the industry, from such leading companies as Steelcase, Deutsche Bank, SAP, and others, to frame the theory, Business Brand Design Management is one of a handful of books that allows readers to jump straight into real life examples, or pick up the book to freshen up on the basics of how to implement brand design management in the key areas of their corporation. As such, Business Brand Design Management is an invaluable reference tool for managers, brand specialists, marketers, and designers.