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.
