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 one.

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 prerequisite is that you must be willing to challenge established assumptions, explore new perspectives, and embrace your own human essence.

This book serves as an important manual:

• For marketers and leaders in every industry seeking inspiration and practical examples to manage continuous changes in technology, society, and the environment.
• For entrepreneurs who want to help their businesses evolve and stand out.
• For professors, trainers, and speakers who want to convey the latest advancements in the field of marketing.
• For students and learners who want to prepare for the future.

Contents:

• The current state of marketing
• The new H2H marketing paradigm
• H2H mindset: The foundations
• H2H management: Trust and brand at the center
• Revisiting functional marketing: The H2H process
• Finding meaning in a troubled world