Intro
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

The 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

Third 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

The 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

3: 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