Instructor's Manual to H2H Marketing Case Studies

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.