H2h Marketing: The Genesis of Human-To-Human Marketing

by Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz

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...

• Format: Hardcover
• Language: English
• ISBN: 3030595307
• ISBN13: 9783030595302
• Release Date: December 2020
• Publisher: Springer
• Length: 267 Pages
• Weight: 1.30 lbs.
• Dimensions: 0.7" x 6.1" x 9.2"