H2h Marketing: The Genesis of Human-To-Human Marketing
暫譯: H2h行銷：人對人行銷的起源
Kotler, Philip, Pfoertsch, Waldemar, Sponholz, Uwe
- 出版商: Springer
- 出版日期: 2020-12-13
- 售價: $1,530
- 貴賓價: 9.5 折 $1,454
- 語言: 英文
- 頁數: 267
- 裝訂: Hardcover - also called cloth, retail trade, or trade
- ISBN: 3030595307
- ISBN-13: 9783030595302
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相關分類:
行銷/網路行銷 Marketing
海外代購書籍(需單獨結帳)
商品描述
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.
This book is essential reading for the following groups:
- Executives who want to bring new meaning to their lives and organizations
- Managers who need inspirations and evidence for their daily work in order to handle the change management needed in response to the driving forces of technology, society and ecology
- Professors, trainers and coaches who want to apply the latest marketing principles
- Students and trainees who want to prepare for the future
- Customers of any kind who need to distinguish between leading companies
- Employees of suppliers and partners who want to help their firms stand out.
The authors review the status quo of marketing and outline its evolution to the new H2H Marketing. In turn, they demonstrate the new marketing paradigm with the H2H Marketing Model, which incorporates Design Thinking, Service-Dominant Logic and the latest innovations in Digitalization. With the new H2H Mindset, Trust and Brand Management and the evolution of the operative Marketing Mix to the updated, dynamic and iterative H2H Process, they offer a way for marketing to find meaning in a troubled world.
商品描述(中文翻譯)
在《H2H行銷》中，作者專注於重新定義行銷的角色，透過重新調整決策者的思維方式，並整合設計思維（Design Thinking）、服務主導邏輯（Service-Dominant Logic）和數位化（Digitalization）的概念。
不僅僅是技術進步使得重新思考行銷的方式變得必要；顧客和行銷人員作為人類決策者也在改變。因此，擁有正確的思維方式、合適的管理方法以及高度動態的實施過程，對於為所有利益相關者創造創新且有意義的價值主張至關重要。
本書是以下群體的必讀書籍：
- 希望為自己的生活和組織帶來新意義的高層主管
- 需要靈感和證據以應對技術、社會和生態驅動力所需的變革管理的經理
- 希望應用最新行銷原則的教授、培訓師和教練
- 希望為未來做好準備的學生和受訓者
- 需要區分領先公司的各類顧客
- 希望幫助其公司脫穎而出的供應商和合作夥伴的員工
作者回顧了行銷的現狀，並概述了其演變至新的H2H行銷。他們展示了新的行銷範式，透過H2H行銷模型，該模型整合了設計思維、服務主導邏輯和最新的數位化創新。藉由新的H2H思維方式、信任與品牌管理，以及操作性行銷組合的演變至更新的、動態的和迭代的H2H過程，他們為行銷在動盪的世界中尋找意義提供了一種方法。
作者簡介
Waldemar Pfoertsch is Professor Emeritus for International Business at the Pforzheim University, Germany and lectures on 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 Indian Institute of Management Calcutta (IIMC), ITM, Sweden and Graduate Business School of ESAN, Lima Peru. From 2007-2010 he was professor of marketing at China Europe International Business School Shanghai (CEIBS). Prof. Pfoertsch is the co-author or author of several books 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 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.
作者簡介(中文翻譯)
菲利浦·科特勒（Philip Kotler）是全球行銷領域的權威之一。他曾擔任美國伊利諾伊州西北大學凱洛格管理學院（Kellogg School of Management）國際行銷的S.C. Johnson & Son傑出教授。他在芝加哥大學獲得碩士學位，並在麻省理工學院（MIT）獲得經濟學博士學位。科特勒教授是多本改變現代行銷思維的書籍的作者，並因其全球貢獻而獲得多項榮譽。他曾廣泛旅行於歐洲、亞洲和南美洲，為許多公司提供建議和講座，教導他們如何應用健全的經濟學和行銷科學原則來提升競爭力。他還曾向政府提供建議，幫助發展更強大的公共機構，以促進國家的經濟福祉。
瓦爾德馬·福特施（Waldemar Pfoertsch）是德國普福爾茨海姆大學（Pforzheim University）國際商務的名譽教授，並講授B2B行銷和工業品牌管理。他同時也是德國曼海姆商學院（Mannheim Business School）、上海同濟大學經濟與管理學院（Tongji SEM）以及德國慕尼黑工業大學（TUM，海爾布隆）講師。他還在印度加爾各答管理學院（IIMC）、瑞典ITM以及秘魯利馬的ESAN研究生商學院授課。從2007年到2010年，他擔任中國歐洲國際商學院上海（CEIBS）的行銷教授。福特施教授是多本德文和英文書籍的共同作者或作者，他的研究興趣圍繞高科技公司的全球化及其行銷和品牌努力。他最新的研究專注於工業公司的「人對人」（Human-to-Human）行銷。
烏韋·斯朋霍茲（Uwe Sponholz）是德國維爾茨堡-施韋因富特應用科技大學（FHWS）服務工程、創新管理、設計思維、B2B行銷與銷售以及戰略管理的教授。他還在印度班加羅爾的基督大學（Christ University）及其他外國大學授課。作為FHWS商業與工程學院的院長，他是大學國際化和創新教學方法引入的戰略推動者。如今，除了教學工作外，他還負責MBA商業與歐洲學位課程的管理以及兩個實驗室（創意立方體和虛擬實驗室）的管理。多年來，他一直支持公司進行設計思維工作坊和諮詢項目。他也是in-cito管理顧問公司和Bodystance GmbH的股東及創始合夥人，並利用第二家公司測試他的H2H行銷概念想法。
