Sponholz Uwe
Sponholz Uwe - H 2h Marketing The Genesis Of Human - To - Human Marketing - Hardcover
Sponholz Uwe - H 2h Marketing The Genesis Of Human - To - Human Marketing - Hardcover
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Binding: Hardcover
Description: In H 2 H 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 H 2 H Marketing. In turn they demonstrate the new marketing paradigm with the H 2 H Marketing Model which incorporates Design Thinking Service - Dominant Logic and the latest innovations in Digitalization. With the new H 2 H Mindset Trust and Brand Management and the evolution of the operative Marketing Mix to the updated dynamic and iterative H 2 H Process they offer a way for marketing to find meaning in a troubled world.
Title: H 2h Marketing The Genesis Of Human - To - Human Marketing
Author(s): Sponholz Uwe
Publisher: Springer Nature Switzerland Ag
Barcode: 9783030595302
Pages: 267 Pages, 69 Illustrations, Color; 1 Illustrations, Black And White; Xxvii, 267 P. 70 Illus., 69 Il
Publication Date: 12/13/2020
Category: Business Applications
Description: In H 2 H 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 H 2 H Marketing. In turn they demonstrate the new marketing paradigm with the H 2 H Marketing Model which incorporates Design Thinking Service - Dominant Logic and the latest innovations in Digitalization. With the new H 2 H Mindset Trust and Brand Management and the evolution of the operative Marketing Mix to the updated dynamic and iterative H 2 H Process they offer a way for marketing to find meaning in a troubled world.
Title: H 2h Marketing The Genesis Of Human - To - Human Marketing
Author(s): Sponholz Uwe
Publisher: Springer Nature Switzerland Ag
Barcode: 9783030595302
Pages: 267 Pages, 69 Illustrations, Color; 1 Illustrations, Black And White; Xxvii, 267 P. 70 Illus., 69 Il
Publication Date: 12/13/2020
Category: Business Applications
