Springer Business Cases: Case Studies on Human-to-Human Marketing

Kotler, Philip; Pfoertsch, Waldemar; Sponholz, Uwe; Haas, Maximilian

H2H Marketing focuses 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. Following the authors' successful book on H2H Marketing, this book brings foward selected case studies showcasing various aspects of the concept, its fundamental elements, and its implementation.

Details

Published by: Springer

Publication Date: 2024-07-20

Format: Paperback

ISBN-13: 9783031223952

DOI: 10.1007/978-3-031-22393-8

Dimensions: 235cm x155cm

Pages: 213