H2H Marketing The Genesis of Human-to-Human Marketing
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 everybo...
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| Format: | Book |
| Language: | English |
| Published: |
USA
Springer;
2021
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| 020 | |a 9783030595302 | ||
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| 100 | |a Kotler,Philip |9 10951 | ||
| 245 | |a H2H Marketing The Genesis of Human-to-Human Marketing | ||
| 260 | |a USA |b Springer; |c 2021 | ||
| 300 | |a XXVII,267P | ||
| 520 | |a 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, | ||
| 650 | |a H2H Marketing |a Marketing |9 10952 | ||
| 700 | |a Pfoertsch,Waldemar |a Sponholz,Uwe |9 10953 | ||
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