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kotler ph h2h marketing genesis human human mark 2021

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Textbook in PDF format 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, society and ecology Professors, trainers and coaches who want to apply the latest marketing principles Students and trainees who want to prepare for the future Customers of any kind who need to distinguish between leading companies Employees of suppliers and partners who want to help their firms stand out. The authors review the status quo of marketing and outline its evolution to the new H2H Marketing. In turn, they demonstrate the new marketing paradigm with the H2H Marketing Model, which incorporates Design Thinking, Service-Dominant Logic and the latest innovations in Digitalization. With the new H2H Mindset, Trust and Brand Management and the evolution of the operative Marketing Mix to the updated, dynamic and iterative H2H Process, they offer a way for marketing to find meaning in a troubled world. Digitalization Affecting Marketing: New Customer Behavior Digitalization Affecting Marketing: New Relationship Between Supplier and Customer Digitalization for a Better Marketing References H2H Mindset: The Basis Market Orientation as Traditional Marketing Mindset The H2H Mindset Explained Human-Centeredness Service Orientation Agility and Experimentalism Empathic Interest in Other Perspectives H2H Mindset Inside the H2H Marketing Model References H2H Management: Putting Trust and Brand in Focus H2H Trust Management The Big Trust Crisis: An Opportunity for Companies to Thrive H2H Trust Management in Practice Brand Activism: Rethinking CSR Optimizing Results with Customer Experience Management Build a Strong Reputation H2H Brand Management Holistic Brand Management Factor S-DL: Development of a New Brand Logic Factor Digitalization: The New Customer Path in the Connectivity Age Factor Design Thinking: Brand-Formative Design Branding in H2H Marketing References Rethinking Operative Marketing: The H2H Process Serving H2H Evolution of the Marketing Mix The H2H Process Contents xv H2H Marketing at the Fuzzy Front End of Innovation Elements of Co-creation and Value Proposition Operative Marketing as Iterative Process Through the H2H Canvas The H2H Process: A Close-Up View H2H Problem Human Insights Leveraging Network Knowledge and Skills Products and Services as Service for the Customer Inform, Advise, and Entertain with Valuable Content Setting Goals, Audience Mapping, and Planning Access: Making the Value Proposition Available to Customers Socialization of e-Commerce The H2H Process as Operative Process of H2H Marketing References Finding Meaning in a Troubled World And the World Wakes Up The Future in Resonance Ending the Story References References Company Index Subject Index

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Kotler Ph. H2H Marketing.The Genesis of Human-to-Human Mark.2021.pdf 9.5 MB
Kotler P. Principles of Marketing 8ed 2020.pdf 24.2 MB
Kotler P., Armstrong G. Principles of Marketing 16ed 2016.pdf 34.1 MB
Kotler P., Armstrong G. Principles of Marketing 18ed 2021.pdf 64.7 MB
Kotler Ph. Marketing. An Introduction 13ed 2017.pdf 101.0 MB
Kotler P., Armstrong G. Principles of Marketing 17ed 2018.pdf 119.5 MB

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kotler ph h2h marketing genesis human human mark 2021

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