H2H Management: Putting Trust and Brand in Focus
H2H Management as the second component of level 2 of the H2H Marketing Model caters to the current trust crisis of companies and other institutions like governments, NGOs, and the media. H2H Management itself consists of different concepts that aim to man
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H2H MARKETING THE GENESIS OF HUMAN-TO-HUMAN MARKETING
H2H Marketing
Philip Kotler • Waldemar Pfoertsch • Uwe Sponholz
H2H Marketing The Genesis of Human-to-Human Marketing
Philip Kotler Kellogg Graduate School of Management Northwestern University Evanston, IL, USA
Waldemar Pfoertsch Pforzheim Business School Pforzheim University of Applied Sciences Pforzheim, Germany
Uwe Sponholz Faculty of Business and Engineering University of Applied Sciences Würzburg-Schweinfurt Schweinfurt, Germany
ISBN 978-3-030-59530-2 ISBN 978-3-030-59531-9 (eBook) https://doi.org/10.1007/978-3-030-59531-9 © The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2021 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors, and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. This Springer imprint is published by the registered company Springer Nature Switzerland AG. The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
Foreword
The book introduces us to the theme of human integrity and honor in the context of the marketplace. The book emphasizes that human values of trust and service to others are the foundations of human economic activity rather than the sale of commodities and luxuries. The book has reframed marketing as a way of solving crucial human problems, by emphasizing that human beings should be given primacy over the products we engineer or the profits we make. For scholars and practitioners of marketing and business, the book takes one through a refreshing journey of exploring what truly constitutes human integrity in marketing. It encourages us to question our approach to marketing—from a consumeristic frame to a service-dominant frame. It invites us to approach marketing as a tool for the holistic development of human societies and for meaningful viable business. To achieve business goals, respecting the individual/
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