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Book synopsis

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:

Book details

• Full title: H2H Marketing
• Author: Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz
• Language: English
• Binding: Hardback
• Number of pages: 267
• EAN: 9783030595302
• ISBN: 3030595307
• ID: 33249477
• Publisher: Springer Nature Switzerland AG
• Weight: 604 g
• Dimensions: 162 × 242 × 27 mm
• Date of publishing: 13. December 2020

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