Waldemar Pfoertsch – författare

The rise of China and its major corporations will be a key economic development in this century. Even as leading Chinese firms show their muscle through ambitious acquisitions of firms like Thinkpad and RCA, many western investors and business leaders know little or nothing about them. This book looks at the rise of Chinese firms, who they are, how they''ll change the global competitive landscape, their strengths and weaknesses, and how established western firms might meet the challenges and opportunities this trend presents.

Throughout the book, the authors examine and highlight the major differences between Chinese and western firms, particularly differences related to corporate leadership and organizational structure, how and why they choose M&A targets, global workforces, and political issues like unionization.

For anyone who wants to understand the future of Chinese companies and the opportunities and challenges their global emergence will present, The Globalization of Chinese Companies offers comprehensive, expert insight.

The rise of China and its major corporations will be a key economic development in this century. Even as leading Chinese firms show their muscle through ambitious acquisitions of firms like Thinkpad and RCA, many western investors and business leaders know little or nothing about them. This book looks at the rise of Chinese firms, who they are, how they''ll change the global competitive landscape, their strengths and weaknesses, and how established western firms might meet the challenges and opportunities this trend presents.

Throughout the book, the authors examine and highlight the major differences between Chinese and western firms, particularly differences related to corporate leadership and organizational structure, how and why they choose M&A targets, global workforces, and political issues like unionization.

For anyone who wants to understand the future of Chinese companies and the opportunities and challenges their global emergence will present, The Globalization of Chinese Companies offers comprehensive, expert insight.

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:

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, dynamicand iterative H2H Process, they offer a way for marketing to find meaning in a troubled world.

H2H Marketing focuses 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. Following the authors'' successful book on H2H Marketing, this book brings foward selected case studies showcasing various aspects of the concept, its fundamental elements, and its implementation.

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.

This edited collection hinges on the idea that marketing serves as the catalyst for capitalism and, in light of this, embracing a humanistic marketing approach holds the potential to foster a more humane form of capitalism. Particularly in the midst of our tumultuous era, this book has an added importance, and the twelve chapters represent a crucial update on the current status of marketing, ethics and humanistic management.

Leading scholars have contributed chapters displaying an interdisciplinary take on humanistic marketing, featuring global examples and cutting-edge research. Topics include digital transformation and artificial intelligence, leadership, organization design and the future of work. This book will be of great interest for scholars and students of marketing, business ethics, corporate responsibility and leadership.

​Inspired by a new, transformative era in human and business relations, this book provides a unique perspective on the business transformation that results from the collaboration between suppliers and their strategic customers. It is all about guiding organizational change and business transformation, starting with sales itself. Companies choosing this approach can make a significant and meaningful difference with strategic customers, moving beyond the competition. By challenging existing business assumptions and creating new perspectives on the marketplace, organizations can increase value across traditional company borders, making the (business) world a better place in the process. Both thought-provoking and practical, this management book integrates academic insights, real life examples and best practices of business transformation. It is a must-read for business leaders aiming to make a difference.

"Integrating with your strategic customers beyond a transactional sales relationship is key for shaping new markets, developing your brand, and leveraging your strategic relationships. If sales and profitability with strategic accounts are to grow beyond the average, a change in mindset from seeing sales as an “outside” to an “inside” job is required to truly create a win-win relationship. Kotler/Dingena/Pfoertsch’s “Transformational Sales” provides hands-on insights and tools needed for companies who truly want to achieve this transformation."

 Marc Hantscher, CEO and President Asia-Pacific, BSH Home Appliances Pte. Ltd. Singapore

"The more profoundly and systematically B2B companies familiarize themselves with and accommodate their customers’ functional, emotional and strategic needs, the more powerful they are on the market. Top brands are professionally and passionately tuned in to their customers. Sales, Project Management, Marketing, R&D, Production and Purchasing work in concert to drive customersuccess, always with an eye to the future. This book presents illustrative cases, highlighting how champions have scaled up their business."

 Achim Kuehn, CMO Herrenknecht AG, Schwanau, Germany

As products become increasingly similar, companies are turning to branding as a way to create a preference for their offerings. Branding has been the essential factor in the success of well-known consumer goods such as Coca Cola, McDonald''s, Kodak, and Mercedes. Now it is time for more industrial companies to start using branding in a sophisticated way. Some industrial companies have led the way... Caterpillar, DuPont, Siemens, GE. But industrial companies must understand that branding goes far beyond building names for a set of offerings. Branding is about promising that the company''s offering will create and deliver a certain level of performance. The promise behind the brand becomes the motivating force for all the activities of the company and its partners.

Our book is one of the first to probe deeply into the art and science of branding industrial products. We provide the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods.

An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing.

The authors have examined more than one hundred examples, analyzed four industries and developed nine detailed case studies to demonstrate the viability of this marketing innovation. The new concepts and principles can easily be applied by professionals. In the light of the success stories of Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon it can be expected that component suppliers will increasingly use Ingredient Branding strategies in the future.