An Instructor's Manual to H2H Marketing Case Studies: Teach Human-to-Human Marketing Effectively

Kotler, Philip; Pfoertsch, Waldemar; Sponholz, Uwe; Sulaj, Kejsi

This is an instructor's manual for the popular textbook 'H2H Marketing: Case Studies on Human-to-Human Marketing' (Springer, 2023). The authors have provided a perfect companion that enables teachers to adopt a case-by-case approach when using the material in the classroom.

'H2H Marketing' focuses on redefining the role of marketing by reshaping the mindset of decision-makers and integrating concepts such as Design Thinking, Service-Dominant Logic, and Digitalization. By following this carefully designed manual, teachers can assist their students in gaining a deeper understanding of the case studies that illustrate various aspects of the concept, its fundamental elements, and its implementation.

Details

Published by: Springer

Publication Date: 2024-02-08

Format: Hardcover

ISBN-13: 9783031490040

DOI: 10.1007/978-3-031-49005-7

Dimensions: 235.0cm x155.0cm

Pages: 181.0