Verfügbarkeit: H2H Marketing | Technische Universität München

H2H Marketing: Case Studies on Human-to-Human Marketing

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Bibliographische Detailangaben
Weitere beteiligte Personen:	Kotler, Philip 1931- (HerausgeberIn), Pförtsch, Waldemar A. 1951- (HerausgeberIn), Sponholz, Uwe 1964- (HerausgeberIn), Haas, Maximilian (HerausgeberIn)
Format:	Buch
Sprache:	Englisch
Veröffentlicht:	Cham Springer [2023]
Schriftenreihe:	Springer Business Cases
Schlagwörter:	Marketing Behavioral Economics Organizational Psychology Economics—Psychological aspects Psychology, Industrial
Links:	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=034356880&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Umfang:	xix, 213 Seiten Illustrationen
ISBN:	9783031223921
ISSN:	2662-544X

Internformat

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Datensatz im Suchindex

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adam_text	Contents Part I H2H Marketing 1 The New Paradigm: H2H Marketing..................................................... Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, and Maximilian Haas 2 Case Study: Whole Foods Market—Combining Multiple Elements of H2H Marketing........................................................... Daniela Posada and Waldemar Pfoertsch 55 Case Study: The Good Kitchen (Det Gode Køkken)—Applying Design Thinking and Service-Dominant Logic............................. Saurabh Gupta and Waldemar Pfoertsch 71 3 З Partii H2H Mindset 4 H2H Mindset in H2H Marketing............................................................ Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, and Maximilian Haas 5 Case Study: New Challenges at elobau—Can Purpose Orientation and Sustainability Create New Strategic Options? .... Waldemar Pfoertsch Part III 81 93 H2H Management 6 H2H Brand Management and Trust...................................................... Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, and Maximilian Haas 7 Case Study: Liva Branding for Success—Can Ingredient Branding Change the Dynamics in the Indian Textile Value Chain?........ 125 Maximilian Haas and Waldemar Pfoertsch 117 xi xii Contents Part IV The H2H Process 8 Rethinking Operative Marketing: The H2H Process.......................... Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, and Maximilian Haas 143 9 Case Study: H2H Marketing—In the Heart of Siemens’ Success... Agnes Lei and Waldemar Pfoertsch 155 10 Case Study: Medtronic and the Transformation of the Customer Experience............................................. 167 Alberto Andolina, Federico Gavioli, and Fabio Ancarani Part V 11 12 H2H Marketing Future Establishing Resonance Between Companies, People, and the Environment......................................................................... Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, and Maximilian Haas 181 Case Study: Patagonia—A Human-Centered Approach to Marketing.................................................................................................... Charlotte Schatz and Waldemar Pfoertsch 195
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author2	Kotler, Philip 1931- Pförtsch, Waldemar A. 1951- Sponholz, Uwe 1964- Haas, Maximilian
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indexdate	2024-12-20T20:00:41Z
institution	BVB
isbn	9783031223921
issn	2662-544X
language	English
oai_aleph_id	oai:aleph.bib-bvb.de:BVB01-034356880
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physical	xix, 213 Seiten Illustrationen
publishDate	2023
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publisher	Springer
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series2	Springer Business Cases
spellingShingle	H2H Marketing Case Studies on Human-to-Human Marketing Marketing Behavioral Economics Organizational Psychology Economics—Psychological aspects Psychology, Industrial
title	H2H Marketing Case Studies on Human-to-Human Marketing
title_auth	H2H Marketing Case Studies on Human-to-Human Marketing
title_exact_search	H2H Marketing Case Studies on Human-to-Human Marketing
title_full	H2H Marketing Case Studies on Human-to-Human Marketing Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Maximilian Haas, editors
title_fullStr	H2H Marketing Case Studies on Human-to-Human Marketing Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Maximilian Haas, editors
title_full_unstemmed	H2H Marketing Case Studies on Human-to-Human Marketing Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Maximilian Haas, editors
title_short	H2H Marketing
title_sort	h2h marketing case studies on human to human marketing
title_sub	Case Studies on Human-to-Human Marketing
topic	Marketing Behavioral Economics Organizational Psychology Economics—Psychological aspects Psychology, Industrial
topic_facet	Marketing Behavioral Economics Organizational Psychology Economics—Psychological aspects Psychology, Industrial
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=034356880&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
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