Marketing mit mehr Verantwortung und Nachhaltigkeit – Konzeption und Umsetzung
“Perhaps too often forgotten, people are always at the core of all aspects of marketing. H2H Marketing builds on that rich insight to offer a creative and long overdue reexamination of marketing. Thought-provoking and inspiring, its focus on human-to-human interactions will change how marketers can and should approach their craft.” (Kevin Lane Keller, E.B. Osborn Professor of Marketing Tuck School of Business, Dartmouth College, Hanover, NH, USA)
“Sui generis, marketing has always been focussing on the customers. However, corporations often focus predominantly on their product portfolio and try to maximize sales instead of concentrating on customers’ needs and wants and their problems by offering innovative and value-adding solutions. Today’s customers’ needs and wants – in particular when it comes to Gen Y and Z – often transcend traditional functional and emotional benefits as they call for more encompassing stakeholder value management-oriented companies which are acting responsible with respect to the environment and society as well as the world as a whole. In this innovative book, the authors demonstrate how enterprises can live up to this kind of human-to-human marketing approach.” (Marc Oliver Opresnik, Professor of Marketing, Technische Hochschule Lübeck, Germany)
“There is nothing more exciting than the evolution and creation of our planet´s biosphere. Humans are one result of this deep time process. And as it seems - we could be the big disrupter. Therefore, we all should welcome smart wake-up calls in our specific professional and personal lives. This book is a great offering to dedicated Marketing Experts and Branding Brains to understand the deeper meaning of purpose creation. It also offers you a bright spectrum of tools to do our transmission work in the human fabric.” (Achim Kuehn, Head of Group Marketing and Corporate Communications Herrenknecht AG, Schwanau, Germany)
“H2HMarketing is a paradigm change in marketing. The book helps to see marketing as what it essentially always has been: a human-to-human interaction. Incorporating the ground principles of value co-creating, this book provides the much-needed actionable marketing tools for a new customer-centric era.” (Patrick Planing, Professor of Business Psychology, Stuttgart Technology University, Stuttgart, Germany)
“We live in a world where people are flooded with thousands of advertising messages every day. H2H Marketing thinks ahead and focuses on the valuable interaction between humans instead of unethical business approaches to message potential customers whatever the cost. What I find most exciting about the book is how the authors break down the walls between the core elements and innovative approaches of marketing to create a holistic and balanced picture of the future of marketing without losing its roots. The scientific foundation of the articles in conjunction with clearly stated instructions for a practical implementation of the contents makes this book a required reading for marketing professionals.” (Christian Koch, MS, Marketing Manager, Müller - Die lila Logistik AG)
“In the end it comes back to where it all should start - finally a human-centric approach of marketing. This book reveals impressively how design thinking, the service dominant logic and digitalization serve as building blocks of H2H Marketing. Rethinking existing marketing strategies with the eyes of this new paradigm will lead to striking insights. Everybody who was waiting for the next leap in marketing will be inspired by this book.” (Adam-Alexander Manowicz, Professor Business and Mathematics Bielefeld University for Applied Science, Bielefeld, Germany)
“Herzlichen Glückwunsch, lieber Waldemar! Das sieht ja toll aus.” (Prof. Dr. Thomas Cleff, HS PF Pforzheim University, Dean of the Business School, Pforzheim, Germany)
Book Title: H2H-Marketing – von Menschen für Menschen
Book Subtitle: Marketing mit mehr Verantwortung und Nachhaltigkeit – Konzeption und Umsetzung
Authors: Philip Kotler, Waldemar Pförtsch, Uwe Sponholz
DOI: https://doi.org/10.1007/978-3-030-91867-5
Publisher: Springer Gabler Cham
eBook Packages: Business and Economics (German Language)
Copyright Information: Springer Nature Switzerland AG 2022
Hardcover ISBN: 978-3-030-91866-8Published: 10 April 2022
eBook ISBN: 978-3-030-91867-5Published: 09 April 2022
Edition Number: 1
Number of Pages: XXXVII, 262
Number of Illustrations: 1 b/w illustrations, 67 illustrations in colour
Topics: Marketing, Industrial and Organizational Psychology, IT in Business
