Overview
- Presents detailed guideline to teaching selected case studies on H2H Marketing
- Focuses on comprehending a human-centric approach to marketing strategy
- Helps in planning further teaching material
Part of the book series: Springer Business Cases (SPBC)
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About this book
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 resha** 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.
Keywords
Table of contents (5 chapters)
Authors and Affiliations
About the authors
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 a marketing Professor at the Cyprus Institute of International Management (CIIM) and a part-time Professor at EPOKA University, Tirana, Albania. He is also Professor Emeritus for International Business at the Pforzheim University, Germany, and lectures on H2H Marketing, 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 ITM, Sweden. From 2007-2010 he was a professor of marketing at China Europe International Business School Shanghai (CEIBS). Prof. Pfoertsch is the co-author or author of several books and articles 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 and consumer 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.
Kejsi Sulaj is an accomplished academic and a seasoned professional in business administration, marketing, and accounting. She earned her Bachelor'sDegree and Master of Science from Epoka University, Tirana, Albania, in 2022. During her master's program, she served as a Teaching Assistant, showcasing her dedication to knowledge and education. Kejsi is actively involved in volunteering for academic conferences and publications, focusing on consumer behavior in marketing, covering B2C, B2B, and H2H marketing. Notably, her research delves into consumer behavior within the bottled water market, showcasing her significant contributions.
Bibliographic Information
Book Title: An Instructor's Manual to H2H Marketing Case Studies
Book Subtitle: Teach Human-to-Human Marketing Effectively
Authors: Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Kejsi Sulaj
Series Title: Springer Business Cases
DOI: https://doi.org/10.1007/978-3-031-49005-7
Publisher: Springer Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2024
Hardcover ISBN: 978-3-031-49004-0Published: 08 February 2024
eBook ISBN: 978-3-031-49005-7Published: 07 February 2024
Series ISSN: 2662-5431
Series E-ISSN: 2662-544X
Edition Number: 1
Number of Pages: XX, 181
Number of Illustrations: 1 b/w illustrations, 35 illustrations in colour
Topics: Marketing, Management Education, Social Sciences, general, Clinical Psychology