H2H Marketing: The Genesis of Human-to-Human Marketing

H2H Marketing redefines the role of marketing by reorienting the mindset of decision-makers and integrating Design Thinking,Service-Dominant Logic, and Digitalization. It is essential reading for executives, managers, professors, trainers, students, and customers, as it offers a way for marketing to find meaning in a troubled world.

\n Format: Hardback
\n Length: 267 pages
\n Publication date: 13 December 2020
\n Publisher: Springer Nature Switzerland AG
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In the realm of H2H Marketing, the authors embark on a transformative journey, aimed at redefining the very essence of marketing by shifting the mindset of decision-makers and seamlessly integrating the principles of Design Thinking, Service-Dominant Logic, and Digitalization. This holistic approach recognizes that the landscape of marketing is not solely shaped by technological advancements; rather, it is intricately intertwined with the evolving nature of customers and marketers themselves, as human decision-makers. Consequently, attaining the right mindset, implementing effective management strategies, and fostering highly dynamic implementation processes become paramount in creating innovative and meaningful value propositions for all stakeholders.

This invaluable book is a must-read for a diverse range of individuals and groups. Executives seeking to infuse new purpose and meaning into their lives and organizations will find profound insights and practical strategies. Managers seeking inspiration and evidence for their daily work in navigating the change management required in response to the driving forces of technology, society, and ecology will find invaluable guidance. Professors, trainers, and coaches seeking to apply the latest marketing principles will find a wealth of knowledge and practical applications. Students and trainees preparing for the future will gain a solid foundation of knowledge and skills. Customers of all kinds, seeking to distinguish between leading companies, will find valuable insights. Employees of suppliers and partners, eager to help their firms stand out, will find valuable tools and strategies.

The authors embark on a comprehensive review of the current state of marketing, tracing its evolution to the emerging H2H Marketing paradigm. Through the H2H Marketing Model, they illustrate the new marketing landscape, encompassing Design Thinking, Service-Dominant Logic, and the latest innovations in Digitalization. With the introduction of the H2H Mindset, Trust and Brand Management, and the evolution of the operative Marketing Mix to the updated, dynamic, and iterative H2H Process, the authors offer a roadmap for marketing to find renewed purpose and significance in a challenging world.

In conclusion, H2H Marketing represents a groundbreaking shift in the way we perceive and practice marketing. By embracing the power of Design Thinking, Service-Dominant Logic, and Digitalization, the authors pave the way for marketing to evolve into a more human-centric, innovative, and meaningful discipline. This book is a valuable resource for anyone seeking to stay ahead of the curve and drive positive change in their organizations and communities.

\n Weight: 592g\n
Dimension: 162 x 242 x 27 (mm)\n
ISBN-13: 9783030595302\n
Edition number: 1st ed. 2021\n