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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.

Dieses Buch zeigt, warum sich Marketing zu einem nachhaltigeren und verantwortungsvollen Handeln weiterentwickeln muss und wie das professionell gelingen kann.

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.

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.

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.

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.

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.

As B2B solutions continue to advance, industrial companies are embracing branding to differentiate themselves and generate preference for their offers. While branding has been crucial to the success of renowned consumer goods like Coca-Cola, McDonald's, and Mercedes-Benz, it's time for more industrial companies to systematically enhance their brand management strategies.Industrial pioneers such as Caterpillar, DuPont, GE, and Siemens have paved the way, demonstrating that effective branding goes beyond assigning names to products or services. It entails a commitment to delivering the level of performance associated with the company's offerings—a brand promise that fuels all organizational activities and collaborations with partners.This book's second edition builds upon the conceptual framework, exploring transformative performance marketing and Artificial Intelligence to elevate B2B brand management. By integrating theoretical aspects of H2H (Human-to-Human) marketing, service-dominant logic, design thinking, and digitalization, it deepens the understanding of branding for industrial products.Featuring dozens of real-world examples, this book illustrates how successful branding can propel industrial companies to new heights. Readers can expect to gain actionable insights and a comprehensive understanding of the evolving landscape of B2B brand management, enabling them to propel their industrial branding to the next level.

?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.

?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.

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.

Marketing lebt von der Innovation und dem Kundennutzen. Unternehmen, die beides kombinieren können, sind auf dem Weg zum Erfolg. Mit Ingredient Branding bekommen Lieferanten und Endprodukt-Hersteller ein neues Instrument an die Hand, das ihnen echte Wettbewerbsvorteile verschafft. Intel mit der Ingredient-Branding-Konzeption "Intel inside" hat es vorgemacht. Mehr als 90% Marktanteil sind der beste Beweis für das Funktionieren dieses Vorgehens. Ian Paterson, Mitglied des Vorstands der Bayer MaterialScience AG, formuliert: "Der Konsument erhält die Botschaft, dass nicht nur der Hersteller des Artikels für die Qualität des Endprodukts steht, sondern auch der Lieferant des wichtigsten Bestandteils." In diesem Buch werden noch andere Beispiele vorgestellt,  die den Lesern Anregungen geben, wie sie ihre Marke in der Marke erfolgreich gestalten können.

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.

As products become increasingly similar, companies are turning to branding as a way to create a preference for their offerings. Now it is time for more industrial companies to start using branding in a sophisticated way. But industrial companies must understand that branding goes far beyond building names for a set of offerings.

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.