An Instructor's Manual to H2H Marketing Case Studies

1.- The New Paradigm: H2H Marketing.- 1.1 Case Study: Whole Foods Market.- 1.2 Case Study: Design-Thinking at the Good Kitchen.- 2.- H2H Mindset: The Basis: 2.1 Case Study: H2H Mindset at Elobau.- 3. H2H Management: Putting Trust and Brand in Focus.- 3.1 Case Study: The Liva Brand Success Story.- 4. Rethinking Operative Marketing: The H2H Process.- 4.1 Case Study: The Operative Marketing Process at Siemens.- 4.2 Case Study: Medtronic and the Transformation of the CX.- 5. Finding Meaning in a Troubled World.- 5.1 Case Study: Patagonia - A Human-Centered Approach to Marketing. 

Philip Kotler is one of the world's leading authorities in marketing. He was the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, Evanston, Illinois. He received his Master's Degree at the University of Chicago and his PhD Degree at MIT, both in economics. Professor Kotler is the author of several books which changed the modern marketing mindset, and has received many accolades for his contribution globally. He has traveled extensively across Europe, Asia and South America, advising and lecturing to many companies about how to apply sound economic and marketing science principles to increase their competitiveness. He has also advised governments on how to develop stronger public agencies to further the development of the nation's economic well-being.
Waldemar Pfoertsch is a marketing Professor at the Cyprus Institute of International Management (CIIM) and a part-time Professor at EPOKA University, Tirana, Albania. He is also Professor Emeritus for International Business at the Pforzheim University, Germany, and lectures on H2H Marketing, 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 ITM, Sweden. From 2007-2010 he was a professor of marketing at China Europe International Business School Shanghai (CEIBS). Prof. Pfoertsch is the co-author or author of several books and articles 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 and consumer 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