H2H Marketing

1. Front Matter

   Pages i-xxvii

   PDF

2. The Current State of Marketing

   • Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz

   Pages 1-28

3. The New Paradigm: H2H Marketing

   • Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz

   Pages 29-90

4. H2H Mindset: The Basis

   • Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz

   Pages 91-110

5. H2H Management: Putting Trust and Brand in Focus

   • Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz

   Pages 111-155

6. Rethinking Operative Marketing: The H2H Process

   • Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz

   Pages 157-216

7. Finding Meaning in a Troubled World

   • Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz

   Pages 217-235

8. Back Matter

   Pages 237-267

   PDF

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.

 

• Human-to-Human Marketing
• Design Thinking for Marketing
• Application of Service Dominant Logic
• Integration of Digitalization
• Iterative Marketing-Mix

“A compelling and comprehensive message about how marketing can serve the society and not just the consumer. The human centric perspective in H2H Marketing enlarges and enables the company to serve the customer more holistically as a human who is also an employee, a supplier, an investor and a citizen.” (Jagdish N. Sheth is the Charles H. Kellstadt Professor of Marketing at the Goizueta Business School, Emory University, Atlanta, GA, USA)

“Perhaps too often forgotten, people are always at the core of all aspects of marketing.  H2H Marketing builds on that rich insight to offer a creative and long overdue reexamination of marketing. Thought-provoking and inspiring, its focus on human-to-human interactions will change how marketers can and should approach their craft.” (Kevin Lane Keller, E.B. Osborn Professor of Marketing Tuck School of Business, Dartmouth College, Hanover, NH, USA)

“Sui generis, marketing has always been focussing on the customers. However, corporations often focus predominantly on their product portfolio and try to maximize sales instead of concentrating on customers’ needs and wants and their problems by offering innovative and value-adding solutions. Today’s customers’ needs and wants – in particular when it comes to Gen Y and Z – often transcend traditional functional and emotional benefits as they call for more encompassing stakeholder value management-oriented companies which are acting responsible with respect to the environment and society as well as the world as a whole. In this innovative book, the authors demonstrate how enterprises can live up to this kind of human-to-human marketing approach.” (Marc Oliver Opresnik, Professor of Marketing, Technische Hochschule Lübeck, Germany)

“There is nothing more exciting than the evolution and creation of our planet´s biosphere. Humans are one result of this deep time process. And as it seems - we could be the big disrupter. Therefore, we all should welcome smart wake-up calls in our specific professional and personal lives. This book is a great offering to dedicated Marketing Experts and Branding Brains to understand the deeper meaning of purpose creation. It also offers you a bright spectrum of tools to do our transmission work in the human fabric.” (Achim Kuehn, Head of Group Marketing and Corporate Communications Herrenknecht AG, Schwanau, Germany)

“H2HMarketing is a paradigm change in marketing. The book helps to see marketing as what it essentially always has been: a human-to-human interaction. Incorporating the ground principles of value co-creating, this book provides the much-needed actionable marketing tools for a new customer-centric era.” (Patrick Planing, Professor of Business Psychology, Stuttgart Technology University, Stuttgart, Germany)

“We live in a world where people are flooded with thousands of advertising messages every day. H2H Marketing thinks ahead and focuses on the valuable interaction between humans instead of unethical business approaches to message potential customers whatever the cost. What I find most exciting about the book is how the authors break down the walls between the core elements and innovative approaches of marketing to create a holistic and balanced picture of the future of marketing without losing its roots. The scientific foundation of the articles in conjunction with clearly stated instructions for a practical implementation of the contents makes this book a required reading for marketing professionals.” (Christian Koch, MS, Marketing Manager,  Müller - Die lila Logistik AG)

“In the end it comes back to where it all should start - finally a human-centric approach of marketing. This book reveals impressively how design thinking, the service dominant logic and digitalization serve as building blocks of H2H Marketing. Rethinking existing marketing strategies with the eyes of this new paradigm will lead to striking insights. Everybody who was waiting for the next leap in marketing will be inspired by this book.” (Adam-Alexander Manowicz, Professor Business and Mathematics Bielefeld University for Applied Science, Bielefeld,  Germany)

“Herzlichen Glückwunsch, lieber Waldemar! Das sieht ja toll aus.” (Prof. Dr. Thomas Cleff, HS PF Pforzheim University, Dean of the Business School, Pforzheim, Germany)

• Kellogg Graduate School of Management, Northwestern University, Evanston, USA

  Philip Kotler

• Pforzheim Business School, Pforzheim University of Applied Sciences, Pforzheim, Germany

  Waldemar Pfoertsch

• Faculty of Business and Engineering, University of Applied Sciences Würzburg-Schweinfurt, Schweinfurt, Germany

  Uwe Sponholz

Philip Kotler is one of the world's leading authorities in marketing. He was the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, Evanston, Illinois. He received his Master’s Degree at the University of Chicago and his PhD Degree at MIT, both in economics. Professor Kotler is the author of several books which changed the modern marketing mindset, and has received many accolades for his contribution globally. He has traveled extensively across Europe, Asia and South America, advising and lecturing to many companies about how to apply sound economic and marketing science principles to increase their competitiveness. He has also advised governments on how to develop stronger public agencies to further the development of the nation’s economic well-being.


Waldemar Pfoertsch is Professor Emeritus for International Business at the Pforzheim University, Germany and lectures on B2B Marketing and industrial Brand Management. He is also a lecturer at the Mannheim Business School (Germany), Tongji SEM, Shanghai, and TUM (Technical University Munich, Heilbronn, Germany). He also teaches at Indian Institute of Management Calcutta (IIMC), ITM, Sweden and Graduate Business School of ESAN, Lima Peru. From 2007-2010 he was professor of marketing at China Europe International Business School Shanghai (CEIBS). Prof. Pfoertsch is the co-author or author of several books in German and English, and his research interests have evolved around the globalization of high- tech companies and their marketing and branding efforts. His newest research focuses on Human-to-Human marketing of industrial companies.


Uwe Sponholz is Professor for Service Engineering, Innovation Management and Design Thinking, B2B Marketing and Sales as well as Strategic Management at FHWS - University of Applied Sciences Wuerzburg-Schweinfurt (Germany). He also teaches at Christ University, Bangalore India and other foreign universities. As dean of the Faculty of Business and Engineering at FHWS, he was a strategic driver of the internationalization of the university and the introduction of innovative teaching methods. Today, in addition to his teaching duties, he is responsible for the degree program management of the MBA Business with Europe and the management of two laboratories (Creative Cube and VR Laboratory). For years, he has supported companies with design thinking workshops and consulting projects. He is also shareholder and founding partner of in-cito management consulting and Bodystance GmbH. He uses the second company to test his conceptual ideas of H2H Marketing.

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