An Instructor's Manual to H2H Marketing Case Studies / Springer Business Cases (PDF)
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This is an instructor's manual for the popular textbook 'H2H Marketing: Case Studies on Human-to-Human Marketing' (Springer, 2023). The authors have provided a perfect companion that enables teachers to adopt a case-by-case approach when using the material in the classroom.
'H2H Marketing' focuses on redefining the role of marketing by reshaping the mindset of decision-makers and integrating concepts such as Design Thinking, Service-Dominant Logic, and Digitalization. By following this carefully designed manual, teachers can assist their students in gaining a deeper understanding of the case studies that illustrate various aspects of the concept, its fundamental elements, and its implementation.
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
Kejsi Sulaj is an accomplished academic and a seasoned professional in business administration, marketing, and accounting. She earned her Bachelor's Degree and Master of Science from Epoka University, Tirana, Albania, in 2022. During her master's program, she served as a Teaching Assistant, showcasing her dedication to knowledge and education. Kejsi is actively involved in volunteering for academic conferences and publications, focusing on consumer behavior in marketing, covering B2C, B2B, and H2H marketing. Notably, her research delves into consumer behavior within the bottled water market, showcasing her significant contributions.
- Autoren: Philip Kotler , Waldemar Pfoertsch , Uwe Sponholz , Kejsi Sulaj
- 2024, 1st ed. 2024, 181 Seiten, Englisch
- Verlag: Springer International Publishing
- ISBN-10: 3031490053
- ISBN-13: 9783031490057
- Erscheinungsdatum: 07.02.2024
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
- Dateiformat: PDF
- Größe: 5.75 MB
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