An instructor's manual to H2H marketing case studies: Teach human-to-human marketing effectively

By:

Kotler, Philip

Contributor(s):

Material type: Text

TextSeries: Springer Business Cases (SPBC)Publication details: Springer Cham 2024Description: xx, 181 pISBN:

9783031490040

Subject(s):

Marketing case studies

DDC classification:

658.8 KOT

Summary: 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. (https://link.springer.com/book/10.1007/978-3-031-49005-7)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.8 KOT (Browse shelf(Opens below))	1	Available		007857

Table of contents:
Table of contents (5 chapters)
Front Matter
Pages i-xx
Download chapter PDF
The New Paradigm: H2H Marketing
Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Kejsi Sulaj
Pages 1-59
H2H Mindset: The Basis
Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Kejsi Sulaj
Pages 61-80
H2H Management: Putting Trust and Brand in Focus
Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Kejsi Sulaj
Pages 81-102
Rethinking Operative Marketing: The H2H Process
Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Kejsi Sulaj
Pages 103-145
Finding Meaning in a Troubled World
Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Kejsi Sulaj
Pages 147-175
Back Matter
Pages 177-181

(https://link.springer.com/book/10.1007/978-3-031-49005-7)

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.

(https://link.springer.com/book/10.1007/978-3-031-49005-7)

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