Der aktuelle Stand des Marketings -- Das neue Paradigma: H2H-Marketing: Das H2H-Marketing-Modell: Die drei einflussreichen Faktoren (Design Thinking, Die Service-Dominant Logic, Digitalisieurung) -- H2H-Mindset: Die Basis -- H2H-Management: Vertrauen und Marke in den Fokus rücken...

This book provides practitioners with a basic understanding of strategy and the process of strategic management. Using academic foundations and best practices from business life, the authors present the most important strategy tools and how they interact. The book gives a concise overview over...

1. The Current State of Marketing -- 2. The New Paradigm: H2H Marketing -- 3. H2H Mindset: The Basis -- 4. H2H Management: Putting Trust and Brand in Focus -- 5. Rethinking Operative Marketing: The H2H Process -- 6. Finding Meaning in a Troubled World.