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H2H Marketing Case Studies on Human-to-Human Marketing

H2H 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 stud...

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Bibliographic Details
Other Authors: Kotler, Philip (Editor), Pfoertsch, Waldemar (Editor), Sponholz, Uwe (Editor), Haas, Maximilian (Editor)
Format: eBook
Language:English
Published: Cham Springer International Publishing 2023, 2023
Edition:1st ed. 2023
Series:Springer Business Cases
Subjects:
Organizational Psychology
Behavioral Economics
Marketing
Economics—psychological Aspects
Psychology, Industrial
Online Access:
Collection: Springer eBooks 2005- - Collection details see MPG.ReNa
Description
Summary:H2H 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
Physical Description:XIX, 213 p. 57 illus., 56 illus. in color online resource
ISBN:9783031223938

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