Full Description
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.
Contents
1.- The New Paradigm: H2H Marketing.- 1.1 Case Study: Whole Foods Market.- 1.2 Case Study: Design-Thinking at the Good Kitchen.- 2.- H2H Mindset: The Basis: 2.1 Case Study: H2H Mindset at Elobau.- 3. H2H Management: Putting Trust and Brand in Focus.- 3.1 Case Study: The Liva Brand Success Story.- 4. Rethinking Operative Marketing: The H2H Process.- 4.1 Case Study: The Operative Marketing Process at Siemens.- 4.2 Case Study: Medtronic and the Transformation of the CX.- 5. Finding Meaning in a Troubled World.- 5.1 Case Study: Patagonia - A Human-Centered Approach to Marketing.
