H2H marketing represents the most modern school of thought, continuing the innovative work of pioneer Philip Kotler. Kotler, along with Waldemar Pfoertsch and Uwe Sponholz, develops a revolutionary model for designing and implementing marketing strategies. They introduce and explain new concepts that will help marketers, leaders, and companies transition from a traditional marketing model to a modern, human-centered model.

The authors redefine the role of marketing by incorporating concepts such as Design Thinking, Service-Dominant Logic, and Digital Transformation. According to the H2H way of thinking, trust plays a central role in brand management, and the functional Marketing Mix evolves. As a result, marketing finds new meaning and solidifies its importance in this turbulent era.

H2H Marketing presents an intelligent and systematic plan that will help you adjust your mindset to create value for your team, your business, and consumers. The only requirement is to be willing to challenge established assumptions, explore new perspectives, and embrace your own humanity.

This book serves as an important guide for marketers and leaders in any industry seeking inspiration and practical examples to manage the continuous changes in technology, society, and the environment. For entrepreneurs wanting to help their businesses evolve and stand out. For professors, trainers, and speakers looking to convey the latest developments in the science of marketing. For students and trainees preparing for the future.

They wrote about the book: "It can often be forgotten that the human being is always at the center of all fields of marketing. H2H Marketing is heading in this direction by creatively offering a redefinition of marketing that should have been done long ago. Provocative, inspiring, it focuses on how interpersonal interactions will change the approach of marketing professionals." –Kevin Lane Keller, E.B. Osborn, Professor of Marketing at Tuck School of Business, Dartmouth College

"The book offers an effective and comprehensive message on how marketing can serve society and not just the consumer. The human-centered perspective of H2H Marketing develops and motivates companies to approach the consumer more holistically, as a person who is also an employee, supplier, investor, and citizen." –Jagdish N. Sheth, Professor of Marketing at Goizueta Business School, Emory University