H2H Marketing / Philip KOTLER / SPRINGER INTERNATIONAL PUBLISHING AG ([s.d.])  

Titre : H2H Marketing : The Genesis of Human-To-Human Marketing Type de document : e-book Auteurs : Philip KOTLER ; Waldemar PFOERTSCH ; Uwe SPONHOLZ Editeur : SPRINGER INTERNATIONAL PUBLISHING AG Année de publication : [s.d.] Importance : 288 p. ISBN/ISSN/EAN : 978-3-030-59531-9 Langues : Anglais (eng) Mots-clés : Management THEORIE DU MARKETING Résumé : In H2H Marketing the authors focus 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. It's not just technological advances that have made it necessary to revisit the way everybody thinks about marketing; customers and marketers as human decision-makers are changing, too. Therefore, having the right mindset, the right management approach and highly dynamic implementation processes is key to creating innovative and meaningful value propositions for all stakeholders. Nombre d'accès : Illimité En ligne : https://neoma-bs.idm.oclc.org/login?url=https://ebookcentral.proquest.com/lib/ne [...] Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=526074