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001471938 001__ 1471938
001471938 003__ OCoLC
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001471938 019__ $$a1390876231
001471938 020__ $$a9783031223938$$q(electronic bk.)
001471938 020__ $$a3031223934$$q(electronic bk.)
001471938 020__ $$z3031223926
001471938 020__ $$z9783031223921
001471938 0247_ $$a10.1007/978-3-031-22393-8$$2doi
001471938 035__ $$aSP(OCoLC)1390920420
001471938 040__ $$aEBLCP$$beng$$cEBLCP$$dYDX$$dGW5XE$$dEBLCP$$dOCLCQ
001471938 049__ $$aISEA
001471938 050_4 $$aHF5415
001471938 08204 $$a658.8$$223/eng/20230727
001471938 24500 $$aH2H marketing :$$bcase studies on human-to-human marketing /$$cPhilip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Maximilian Haas, editors.
001471938 260__ $$aCham :$$bSpringer,$$c2023.
001471938 300__ $$a1 online resource (222 p.).
001471938 4901_ $$aSpringer Business Cases
001471938 500__ $$a5: Case Study: New Challenges at elobau-Can Purpose Orientation and Sustainability Create New Strategic Options?
001471938 5050_ $$aIntro -- Foreword I -- Foreword II -- Preface -- Contents -- Editors and Contributors -- Part I: H2H Marketing -- 1: The New Paradigm: H2H Marketing -- A New Kind of Company Is Emerging -- Marketing Can Be a Force for Good But the Reality Often Looks Different -- The Sustainable Management Challenge -- Customer Priorities Are Shifting: Will Business Follow? -- The H2H Mindset -- Human-Centeredness -- Service Orientation -- Agility and Experimentalism -- Empathic Interest in Other Perspectives -- H2H Management: Putting Trust and Brand in Focus
001471938 5058_ $$aThe Big Trust Crisis: An Opportunity for Companies to Thrive -- Brand Activism -- Optimizing Results with Customer Experience Management -- Reputation Management -- H2H Brand Management -- Brands as a Service and the Co-creation of Brand Meaning -- The Brand as a Service for Facilitating Information Processing -- The Brand as a Service to Influence the Customerś Self-concept -- The Brand as a Service for Building and Maintaining Social Relationships -- Brand Management in the Connectivity Age -- First Catalyst: Increasing Attraction -- Second Catalyst: Optimizing Curiosity
001471938 5058_ $$aThird Catalyst: Increasing Commitment -- Fourth Catalyst: Increasing Affinity -- Rethinking Operative Marketing: The H2H Process -- Always Start the Process with a Briefing -- Initiate the Process with an H2H Problem -- Obtaining Human Insights -- (Pre-)Develop a Value Proposition -- Inform, Advise, and Entertain with Valuable Content -- Access: Making the Value Proposition Available to Customers/Creators -- The H2H Process as Operative Process of H2H Marketing -- References -- 2: Case Study: Whole Foods Market-Combining Multiple Elements of H2H Marketing
001471938 5058_ $$aThe Whole Foods Market Value Proposition -- Competition -- Kroger -- Walmart -- The Whole Foods Brand -- End Customers Analysis -- Human-to-Human (H2H) Concept -- The H2H Mindset at Whole Foods Market -- Stakeholder Integration Is at the Heart of Whole Foods -- Suppliers -- Employees -- Community -- Open-Minded Company Culture -- Brand Management at Whole Foods -- Criticism After Takeover by Amazon -- Centralized Purchasing from Suppliers -- Fresh Food Delivery -- Reducing Prices -- Amazon Prime Members -- References
001471938 5058_ $$a3: Case Study: The Good Kitchen (Det Gode Køkken)-Applying Design Thinking and Service-Dominant Logic -- Solution 1: Design Thinking Approach -- Application of the Service-Dominant Logic Approach at The Good Kitchen -- Service-Dominant Logic and Human-to-Human Mindset -- Digitization Approach -- Conclusion -- References -- Part II: H2H Mindset -- 4: H2H Mindset in H2H Marketing -- From Market Orientation to the Customer-Based View that Integrates Design Thinking, Service-Dominant Logic (S-DL), and Digitiz... -- References
001471938 506__ $$aAccess limited to authorized users.
001471938 520__ $$aH2H Marketing focuses on redefining the role of marketing by reorienting the mindset of decision-makers and integrating the concepts of Design Thinking, Service-Dominant Logic and Digitalization. Following the authors' successful book on H2H Marketing, this book brings foward selected case studies showcasing various aspects of the concept, its fundamental elements, and its implementation.
001471938 650_0 $$aMarketing$$vCase studies.
001471938 655_0 $$aElectronic books.
001471938 7001_ $$aKotler, Philip.
001471938 7001_ $$aPfoertsch, Waldemar.
001471938 7001_ $$aSponholz, Uwe,$$d1964-
001471938 7001_ $$aHaas, Maximilian.
001471938 77608 $$iPrint version:$$aKotler, Philip$$tH2H Marketing$$dCham : Springer International Publishing AG,c2023$$z9783031223921
001471938 830_0 $$aSpringer business cases.
001471938 852__ $$bebk
001471938 85640 $$3Springer Nature$$uhttps://univsouthin.idm.oclc.org/login?url=https://link.springer.com/10.1007/978-3-031-22393-8$$zOnline Access$$91397441.1
001471938 909CO $$ooai:library.usi.edu:1471938$$pGLOBAL_SET
001471938 980__ $$aBIB
001471938 980__ $$aEBOOK
001471938 982__ $$aEbook
001471938 983__ $$aOnline
001471938 994__ $$a92$$bISE