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An instructor's manual to H2H marketing case studies : teach human-to-human marketing effectively / Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Kejsi Sulaj.
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This is an instructor's manual for the popular textbook 'H2H Marketing: Case Studies on Human-to-Human Marketing' (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.
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