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H2H Marketing
PhilipKotler • WaldemarPfoertsch •
UweSponholz
H2H Marketing
The Genesis ofHuman-to-Human
Marketing
ISBN 978-3-030-59530-2 ISBN 978-3-030-59531-9 (eBook)
https://doi.org/10.1007/978-3-030-59531-9
© e Editor(s) (if applicable) and e Author(s), under exclusive license to Springer Nature Switzerland AG 2021
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whole or part of the material is concerned, specically the rights of translation, reprinting, reuse of illustrations,
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PhilipKotler
Kellogg Graduate School of Management
Northwestern University
Evanston, IL, USA
UweSponholz
Faculty of Business and Engineering
University of Applied Sciences
Würzburg-Schweinfurt
Schweinfurt, Germany
WaldemarPfoertsch
Pforzheim Business School
Pforzheim University of Applied Sciences
Pforzheim, Germany
v
e book introduces us to the theme of human integrity and honor in the con-
text of the marketplace. e book emphasizes that human values of trust and
service to others are the foundations of human economic activity rather than
the sale of commodities and luxuries. e book has reframed marketing as a
way of solving crucial human problems, by emphasizing that human beings
should be given primacy over the products we engineer or the prots we make.
For scholars and practitioners of marketing and business, the book takes
one through a refreshing journey of exploring what truly constitutes human
integrity in marketing. It encourages us to question our approach to market-
ing—from a consumeristic frame to a service-dominant frame. It invites us to
approach marketing as a tool for the holistic development of human societies
and for meaningful viable business.
To achieve business goals, respecting the individual/human subject is fun-
damental rather than accelerating consumerism. e H2H marketing model
evolved in this work is unique in several ways. Inuenced by design thinking,
service-dominant logic, and digitalization, it explains why marketing needs
renovation. Further, it emphasizes how marketing needs to be practiced—as a
mindset, operational process, and management task characterized by a
human-to-human interaction. Finally, it espouses the importance of trust and
empathy in stating what marketing should be used for. I believe that the pub-
lication H2H Marketing is more than a book; it is a way of life that forces
traditionally understood notions of marketing to be dispelled and replaced by
human-centric approaches with wider social implications.
Christ University FromasC.Matthew
Bangalore, India
Foreword
vii
How does the future of marketing look like? Marketers around the world have
been wondering. Many things have rattled the principles of marketing, and this
is just the beginning of the re-orientation. e power of the customer has
increased through the spread of the Internet, and tech companies are trying to
utilize the scope of applications to change the habits of customers fundamen-
tally. e 2020 Coronavirus Pandemic has added new uncertainties and brought
new insights and geared the customer more to the real essentials of a human
being. Around the globe, information creation and distribution have initiated
new dynamics in markets, and customers have become more aware of options
and possibilities available to them. In various degrees, digitalization has reached
every corner of the world. Marketing automation and the use of articial intel-
ligence (AI) are making their way into everyday life. Marketing science now has
the challenge to create new approaches to address the current situation.
Evolving and expanding from business-to-business (B2B) marketing, we
have developed a new concept for human-to-human (H2H) marketing. With
this publication, we wanted to bring together our cumulative experience and
insights to help to form a better way of marketing. We are combining the lat-
est marketing concepts, advances in design thinking, and newest service-
dominant logic approaches, as well as the latest insights into digitalization.
During the last few years, we intensively researched in these areas, writing
articles and books, designing and conducting courses, and working on many
industrial and consumer strategy projects. It became clear to us that the way
marketing was understood and how it was implemented was essentially
responsible for its success. We concluded that the “mindset” in marketing was
responsible for its outcome. To stay relevant and powerful, marketing think-
ing has to shift.
Preface
viii Preface
Over the years, marketing concepts have changed to create value and to
stay relevant. Under the current circumstances, it is necessary to have a clear
value orientation for any marketing activity. It has to be aligned with a focus
on people-for-people benets. e creation of human-to-human marketing
establishes a new approach that puts human beings at the center of marketing.
It taps into the conscious and subconscious priorities of humans as a means to
successful marketing. Marketing should work for the people, not against them.
Many marketing concepts do not achieve the goals of this new human-to-
human (H2H) mindset. Push marketing oriented on the 4P marketing mix
no longer ts into the realities of the digital world. e Internet is bidirec-
tional, if not multidirectional. Customer knowledge, customer pull, or even
user-generated content is playing an increasingly important role. Logically,
marketers must cleverly adapt to the inuences of digitalization. erefore, in
this book, we introduce a new “H2H marketing model” to describe and clar-
ify the approach needed to develop a new concept for H2H marketing.
A Few More Didactic Hints
is book is based on a German language publication called Das neue
Marketing Mindset (Springer-Gabler 2019) from Waldemar Pfoertsch and
Uwe Sponholz. It introduced the principle of storytelling, which we would
like to use in this English publication too.
We do this because a story told can attract the readers’ attention much
more easily than a factual address. Over thousands of years, man has handed
down knowledge through storytelling, and this method is being used increas-
ingly in modern business today. Our storytelling approach is diagrammed in
Fig.1. All gures and Tables in this publication are compiled by the authors.
erefore, we do not mark them individually as “Authors’ own gure” or
“Table compiled by author”.
We start with the “Call for Adventure” to introduce the current state of
marketing and ask ourselves where marketing is heading. “Marketing-Quo
Vadis?” is not a theoretical question. It leads to the fundamental understand-
ing of our profession by addressing the need to change. We look at the evolu-
tion of the marketing mix and its consequences. In recent years, other concepts
and ideas have emerged, which need to be considered. Raj Sisodia, Jag Sheth,
and David Wolfe provided us with inspiration and encouragement with their
study Firms of Endearment.
Marketing cannot neglect the sustainability challenge; it needs to nd
appropriate dimensions to judge its own principles. Built upon this, our own
observations and reections of applied marketing in the eld as consulting
ix Preface
companies enabled us to develop the H2H marketing model and the evolu-
tion to the H2H marketing concept. After the “call for adventure” and descrip-
tion of the current state of marketing, we continue the “great journey” with
the development of the “new marketing paradigm” and the presentation of the
H2H marketing model. In the initial version of this publication, H2H mar-
keting model was called the “Bangalore model” because it was developed on
the Christ University Campus in Bangalore. Synonym to the acronym H2H,
we used the term “mensch marketing”. e American language noun “mensch”
originates from the Yiddish: שטנעמ mentsh, which emphasizes a human-ori-
entated behavior. e website for this book is also called Mensch Marketing.
is new model adds design thinking (DT) as an innovation method for
any marketing activity. As a rst step, its human-centered mindset should lead
to human-centered marketing. Secondly, its toolbox and process-oriented
approach can bring marketing even further to meet current human needs.
is is also true for service-dominant logic (S-DL) concept, which we want to
see bundled with all marketing activity. S-DL is also human centered and
delivers the theoretical basis for H2H marketing. As the third step of the
H2H marketing model, we see current developments of digitalization as a
great opportunity for redirecting the focus of marketing to a more stakeholder-
oriented concept. is new way of marketing management in the form of
H2H marketing needs some brave actions, which we introduce in the ele-
ments of H2H marketing. As in any good story, the hero needs the right
attitude, which in our case is called H2H mindset.
e foundation for this mindset is trust, which we see this as the key cur-
rency for any business transaction in a hyper-connected world. In detail, we
H2H
Marketing
Brave Action
Solution and return
Great journey
Call for adventure
The new marketing paradigm
H2h Marketin
g
Elements of
h2h marketing
The current
state
Of Marketing
Finding meaningi
n
A troubled world
Fig. 1 The genesis of H2H marketing as a story
x Preface
present profound insights into a map of the unknown terrain that will be
explored in our journey. e “solution and return” of the story is then told
through the introduction of the operative marketing, which focuses on the
H2H process and the necessary steps in the new forming of the marketing
mix. It is an iterative process, based on new technological capabilities through
the digitalization and deep thinking in H2H marketing. is marketing
approach challenges the core competencies needed to create and deliver mean-
ingful value propositions to customers and other collaboration partners. At
the end of the story, we oer new solutions to nding meaning in the troubled
world we live in. is will provide a path for the future for many companies
led by our hero—H2H marketing mindset. To illustrate feasibility, case stud-
ies are mentioned in this publication and are fully displayed in the upcoming
H2H Marketing Case Study Collection.
is book addresses global decision makers, executives, professors, stu-
dents, and the curious general audience. At the end of each chapter, we ask
questions to reect on, which depend on your personal situation and perspec-
tive, and which we, therefore, cannot give a blanket answer for in this book.
Please note, in our writing, we use the female form (she, her) for simplicity
and uniformity, but it should be understood as gender-neutral! In admiration
of excellent management thinkers like Vargo & Lusch, Michael Porter, and
many more whom we have met and worked with, we are concerned with the
sustainable improvement of the world and people-oriented marketing. Such
thought leaders, together with ongoing technical developments, give us inspi-
ration, which we would like to discuss and adapt to in the future through
lively exchange.
Many thanks go to our collaborators and helpers from our all around the
world. is publication was created in cooperation with Maximilian Haas.
Special thanks go to Guido Morhardt and Yoshiyasu-Simon Kono for creating
the design language of the gures.
For updates and further information, contact our website or the authors:
https://mensch.marketing/
e website is built like a magazine and will feature special topics and pro-
vide updates and serves as our co-creation platform for researchers and prac-
titioners. Various chapters of the book are oered for a limited period for free
download. We are looking forward to be in touch with you.
Longboat Key, FL PhilipKotler
Stuttgart, Germany WaldemarPfoertsch
Schweinfurt, Germany UweSponholz
August 2020
Endorsements
“A compelling and comprehensive message about how marketing can serve society
and not just the consumer. e human-centric perspective in H2H Marketing
enlarges and enables the company to serve the customer more holistically as a human
who is also an employee, a supplier, an investor, and a citizen.”
—Jagdish N.Sheth is the Charles H.Kellstadt Professor of Marketing at
the Goizueta Business School, Emory University, Atlanta, GA, USA
“Perhaps too often forgotten, people are always at the core of all aspects of marketing.
H2H Marketing builds on that rich insight to oer a creative and long overdue reex-
amination of marketing.
ought-provoking and inspiring, its focus on human-to-human interactions will
change how marketers can and should approach their craft.”
—Kevin Lane Keller, E.B.Osborn Professor of Marketing, Tuck School of Business,
Dartmouth College, Hanover, NH, USA
“Sui generis, marketing has always been focusing on the customers. However, corpo-
rations often focus predominantly on their product portfolio and try to maximize
sales instead of concentrating on customers’ needs and wants and their problems by
oering innovative and value-adding solutions. Today’s customers’ needs and wants—
in particular when it comes to Gen Y and Z—often transcend traditional functional
and emotional benets as they call for more encompassing stakeholder value manage-
ment-oriented companies which are acting responsible with respect to the environ-
ment and society as well as the world as a whole. In this innovative book, the authors
demonstrate how enterprises can live up to this kind of human-to-human marketing
approach.”
—Marc Oliver Opresnik, Professor of Marketing, Technische Hochschule
Lübeck, Germany
“ere is nothing more exciting than the evolution and creation of our planet´s bio-
sphere. Humans are one result of this deep time process. And as it seems—we could
be the big disrupter. erefore, we all should welcome smart wake-up calls in our
specic professional and personal lives. is book is a great oering to dedicated
marketing experts and branding brains to understand the deeper meaning of purpose
creation. It also oers you a bright spectrum of tools to do our transmission work in
the human fabric.”
—Achim Kuehn, Head of Group Marketing and Corporate Communications,
Herrenknecht AG, Schwanau, Germany
xii Endorsements
“H2H Marketing is a paradigm change in marketing. e book helps to see market-
ing as what it essentially always has been: a human-to-human interaction.
Incorporating the ground principles of value co-creating, this book provides the
much-needed actionable marketing tools for a new customer-centric era.”
—Patrick Planning, Professor of Business Psychology, Stuttgart Technology University,
Stuttgart, Germany
“We live in a world where people are ooded with thousands of advertising messages
every day. H2H Marketing thinks ahead and focuses on the valuable interaction
between humans instead of unethical business approaches to message potential cus-
tomers whatever the cost.
What I nd most exciting about the book is how the authors break down the walls
between the core elements and innovative approaches of marketing to create a holistic
and balanced picture of the future of marketing without losing its roots.
e scientic foundation of the articles in conjunction with clearly stated instruc-
tions for a practical implementation of the contents makes this book a required read-
ing for marketing professionals.”
—Christian Koch, MS, Marketing Manager, Müller—Die lila Logistik AG
“In the end it comes back to where it all should start—nally a human-centric
approach of marketing. is book reveals impressively how design thinking, the ser-
vice dominant logic, and digitalization serve as building blocks of H2H Marketing.
Rethinking existing marketing strategies with the eyes of this new paradigm will lead
to striking insights. Everybody who was waiting for the next leap in marketing will
be inspired by this book.”
—Adam-Alexander Manowicz, Professor Business and Mathematics, Bielefeld
University for Applied Science, Bielefeld, Germany
Herzlichen Glückwunsch, lieber Waldemar! Das sieht ja toll aus ☺
—Prof. Dr. omas Cle, HS PF Pforzheim University,
Dean of the Business School, Pforzheim, Germany
xiii
1 The Current State of Marketing 1
1.1 Marketing: Quo Vadis? 3
1.2 Firms of Endearment: Pioneers of the H2H Philosophy 7
1.3 Sustainable Management Challenge 9
1.4 e Evolution to H2H Marketing 14
References 26
2 The New Paradigm: H2H Marketing 29
2.1 e H2H Marketing Model: e ree Inuencing Factors 35
2.2 Design inking 37
2.2.1 Design inking as a Mindset 42
2.2.2 Design inking as a Method and Toolbox 44
2.2.3 Establishing the Organizational Prerequisites 48
2.2.4 Design inking for the New Marketing 50
2.3 e Service-Dominant Logic 52
2.3.1 Fundamental Premises of the S-DL 55
2.3.2 Value Creation in the Service-Dominant Logic 61
2.3.3 Service Ecosystems 63
2.3.4 e Practical Transition from G-DL to S-DL 66
2.4 Digitalization 68
2.4.1 Digitalization Changing the Modus Operandi 68
2.4.2 Digitalization Aecting Marketing:
Dematerialization and the Individualization of the
Value Proposition 75
Contents
xiv Contents
2.4.3 Digitalization Aecting Marketing: New Customer
Behavior 78
2.4.4 Digitalization Aecting Marketing: New
Relationship Between Supplier and Customer 81
2.4.5 Digitalization for a Better Marketing 83
References 85
3 H2H Mindset: The Basis 91
3.1 Market Orientation as Traditional Marketing Mindset 93
3.2 e H2H Mindset Explained 99
3.2.1 Human-Centeredness 99
3.2.2 Service Orientation 101
3.2.3 Agility and Experimentalism 103
3.2.4 Empathic Interest in Other Perspectives 104
3.3 H2H Mindset Inside the H2H Marketing Model 105
References 109
4 H2H Management: Putting Trust and Brand in Focus 111
4.1 H2H Trust Management 113
4.1.1 e Big Trust Crisis: An Opportunity for
Companies to rive 113
4.1.2 H2H Trust Management in Practice 114
4.1.3 Brand Activism: Rethinking CSR 116
4.1.4 Optimizing Results with Customer Experience
Management 119
4.1.5 Build a Strong Reputation 122
4.2 H2H Brand Management 126
4.2.1 Holistic Brand Management 128
4.2.2 Factor S-DL: Development of a New Brand Logic 132
4.2.3 Factor Digitalization: e New Customer Path in
the Connectivity Age 139
4.2.4 Factor Design inking: Brand-Formative Design 145
4.3 Branding in H2H Marketing 147
References 152
5 Rethinking Operative Marketing: The H2H Process 157
5.1 Serving H2H 158
5.1.1 Evolution of the Marketing Mix 158
5.1.2 e H2H Process 166
xv Contents
5.1.3 H2H Marketing at the Fuzzy Front End of Innovation 168
5.1.4 Elements of Co-creation and Value Proposition 172
5.1.5 Operative Marketing as Iterative Process rough the
H2H Canvas 175
5.2 e H2H Process: A Close-Up View 176
5.2.1 H2H Problem 177
5.2.2 Human Insights 180
5.2.3 Leveraging Network Knowledge and Skills 186
5.2.4 Products and Services as Service for the Customer 187
5.2.5 Inform, Advise, and Entertain with Valuable Content 194
5.2.6 Setting Goals, Audience Mapping, and Planning 198
5.2.7 Access: Making the Value Proposition Available to
Customers 202
5.2.8 Socialization of e-Commerce 207
5.3 e H2H Process as Operative Process of H2H Marketing 208
References 211
6 Finding Meaning in a Troubled World 217
6.1 And the World Wakes Up 222
6.2 e Future in Resonance 230
6.3 Ending the Story 232
References 234
References 237
Company Index 255
Subject Index 259
xvii
Philip Kotler is one of the leading authorities in marketing. He was the
S.C. Johnson & Son Distinguished Professor of International Marketing at
the Kellogg School of Management, Northwestern University, Evanston,
Illinois. He received his Master’s Degree at the University of Chicago and his
PhD Degree at MIT, both in economics. He did postdoctoral work in math-
ematics at Harvard University and in behavioral science at the University of
Chicago.
Professor Kotler is the author of Marketing Management: Analysis, Planning,
Implementation and Control, the most widely used marketing book in gradu-
ate business schools worldwide; Principles of Marketing; Marketing Models;
Strategic Marketing for Nonprot Organizations; e New Competition; High
Visibility; Social Marketing; Marketing Places; Marketing for Congregations;
Marketing for Hospitality and Tourism; e Marketing of Nations; Kotler on
Marketing; Building Global Bio Brands; Attracting Investors; Ten Deadly
About the Authors
xviii About the Authors
Marketing Sins; Marketing Moves; Corporate Social Responsibility; Lateral
Marketing; and Marketing Insights from A to Z. He has published over one
hundred articles in leading journals, several of which have received best arti-
cle awards.
Professor Kotler was the rst recipient of the American Marketing
Association’s (AMA) “Distinguished Marketing Educator Award” (1985).
e European Association of Marketing Consultants and Sales Trainers
awarded Kotler their prize for “Marketing Excellence.” He was chosen as the
“Leader in Marketing ought” by the Academic Members of the AMA in a
1975 survey. He also received the 1978 “Paul Converse Award” of the AMA,
honoring his original contribution to marketing. In 1989, he received the
Annual Charles Coolidge Parlin Marketing Research Award. In 1995, the
Sales and Marketing Executives International (SMEI) named him “Marketer
of the Year.”
Professor Kotler has consulted for such companies as IBM, General Electric,
AT&T, Honeywell, Bank of America, Merck, and others in the areas of mar-
keting strategy and planning, marketing organization, and international
marketing.
He has been Chairman of the College of Marketing of the Institute of
Management Sciences, a Director of the American Marketing Association, a
Trustee of the Marketing Science Institute, a Director of the MAC Group, a
former member of the Yankelovich Advisory Board, and a member of the
Copernicus Advisory Board. He has been a Trustee of the Board of Governors
of the School of the Art Institute of Chicago and a Member of the Advisory
Board of the Drucker Foundation. He has received honorary doctoral degrees
from Stockholm University, the University of Zurich, the Athens University
of Economics and Business, DePaul University, the Cracow School of Business
and Economics, Groupe H.E.C. in Paris, the University of Economics and
Business Administration in Vienna, the Budapest University of Economic
Science and Public Administration, and the Catholic University of Santo
Domingo.
He has traveled extensively throughout Europe, Asia, and South America,
advising and lecturing to many companies about how to apply sound eco-
nomic and marketing science principles to increase their competitiveness. He
has also advised governments on how to develop stronger public agencies to
further the development of the nation’s economic well- being.
xix About the Authors
WaldemarA.Pfoertsch is professor emeritus of international business at the
Pforzheim University, Germany, and lectures about B2B marketing and
industrial brand management. He is lecturer at the Mannheim Business
School, Tongji SEM, Shanghai, and TUM (Technical University Munich),
Heilbronn. He also teaches at the Indian Institute of Management Calcutta
(IIMC), ITM, Sweden, and Graduate Business School of ESAN, Lima Peru.
From 2007 to 2010, he was professor of marketing at China Europe
International Business School Shanghai (CEIBS). His other teaching posi-
tions have been at the Executive MBA Program at the University of Illinois,
Chicago. He was visiting Associate Professor at Kellogg Graduate School of
Management, Northwestern University, and Lecturer for Strategic
Management at Lake Forest Graduate School of Management. He has taught
online with the University of Maryland-Graduate School. At the start for his
career, he was Research Assistant at the Technical University of Berlin.
Dr. Pfoertsch has extensive experience in management consulting in the USA,
Europe, and China. In his years at UBM/Mercer Consulting Group, Arthur
Andersen Operational Consulting, and LEK Consulting, he worked through-
out Europe, Asia, and North America, assisting companies in developing
international strategies. His earlier positions include sales and strategy posi-
tions at Siemens AG in Germany/the USA and being an Economic Advisor to
the United Nations Industrial Development Organization (UNIDO) in
Sierra Leone, West Africa.
His research interests have evolved around the globalization of high-tech
companies and their marketing and branding eorts. His newest research is
focusing on human-to-human marketing of industrial companies.
xx About the Authors
UweSponholz is professor of service engineering, innovation management
and design thinking, B2B marketing, and sales as well as strategic manage-
ment at FHWS—University of Applied Sciences Würzburg-Schweinfurt. He
also teaches at Christ University, Bangalore, India, and other foreign universi-
ties. As dean of the Faculty of Business and Engineering at FHWS, he was a
strategic driver of the internationalization of the university and the introduc-
tion of innovative teaching methods. Today, in addition to his teaching duties,
he is responsible for the degree program management of the MBA Business
with Europe and the management of two laboratories (Creative Cube and VR
Laboratory).
His professional career began at the Institute for Trade Research at the
University of Cologne, initially as a researcher and later as head of department
of the newly founded consulting division of the institute. He then moved to
Alliances Management Consultants in Paris, a small consulting rm special-
izing in providing strategic advice to large service providers. From there he
went to FAG in Schweinfurt, where he was signicantly responsible for the
development and implementation of a global service concept.
For years, he has supported companies with design thinking workshops
and consulting projects. He is also shareholder and founding partner of in-
cito management consulting and Bodystance GmbH. He uses the second
company to test his conceptual ideas of H2H marketing.
MaximilianHaas worked as research assistant at Pforzheim Business School
before starting work as a consultant. He graduated 2019 in International
Business at Pforzheim University. His interests lie mainly in the area of brand-
ing and international business.
xxi
4Cs Consumer, Cost, Communication, Convenience
4P Product, Price, Place, Promotion
5As Aware, Appeal, Ask, Act, Advocate
5Cs Communication, Channel, Cost, Customer Solution, Community
5Es Evolve the Solution, Exchange the Knowledge, Expand the Value,
Extent the Access, Engage the Brand
A2A Actor-to-Actor
AI Articial Intelligence
AR Augmented Reality
B2B Business-to-Business
B2B2C Business to Business to Consumer
B2C Business-to-Consumer
BFD Brand-formative Design
CB Collaborative Branding
CBV Customer-Based-View
CEO Chief Executive Ocer
CFO Chief Financial Ocer
CMO Chief Marketing Ocer
CPS Cyber-Physical Systems
CRM Customer Relationship Management
CSR Corporate Social Responsibility
CVP Cost Volume Prot
CX Customer Experience
CXM Customer Experience Management
DT Design inking
e-commerce Electronic Commerce
ERP Enterprise Resource Planning
EY Ernst & Young
List of Abbreviations
xxii List of Abbreviations
f-factor Factor for Friends, Family, Followers, Facebook, etc.
FMOT First Moment of Truth
FoEs Firms of Endearment
FP Fundamental Premise
G-DL Goods-Dominant Logic
H2H Human-to-Human
HPI Hasso Plattner Institut
IDEO Innovation Design Engineering Organization
IoT Internet of ings
IT Information Technology
MBV Market-Based-View
MVC Minimum Viable Content
NGO Non-Governmental Organization
P&L Prot & Loss
POV Point of View
RBV Resource-Based View
ROI Return on Investment
RRM Review and Rating Management
SAVE Solution, Access, Value, Education
S-DL Service-Dominant Logic
SIVA Solution, Information, Value, Access
SMART Specic, Measurable, Achievable, Reasonable, Time-bound
SoLoMo Social Local Mobile
STP Segmenting Targeting Positioning
UBI Universal Basic Income
UGC User-generated Content
UX User Experience
VBV Value-Based-View
VR Virtual Reality
VUCA Volatility, Uncertainty, Complexity, Ambiguity
YMCA Young Men’s Christian Association
ZMOT Zero Moment of Truth
xxiii
List of Figures
Fig. 1 e genesis of H2H marketing as a story ix
Fig. 1.1 H2H marketing orientation 5
Fig. 1.2 Demand for sustainability among dierent age groups in the USA 11
Fig. 1.3 e 360-degree stakeholder model 13
Fig. 1.4 e evolution of marketing theory 15
Fig. 2.1 e inuencing factors in the H2H Marketing Model 30
Fig. 2.2 e complete H2H Marketing Model 32
Fig. 2.3 e H2H marketing components corresponding dierent
management layers 33
Fig. 2.4 ree inuencing factors inside the H2H Marketing Model 36
Fig. 2.5 e Trifecta of innovation 43
Fig. 2.6 e design thinking process and the double diamond model 46
Fig. 2.7 e role of marketing to meaningful innovations 52
Fig. 2.8 e shift from goods-dominant logic to service-dominant logic 54
Fig. 2.9 e chronological sequence of value creation in the S-DL 62
Fig. 2.10 e customer’s changing role in value creation 63
Fig. 2.11 Evolutionary steps of digitalization and the industry 4.0
environment 72
Fig. 2.12 Individualization as result of digitalization 76
Fig. 2.13 Digitalization driving dematerialization 77
Fig. 2.14 e SoLoMo mindset 79
Fig. 3.1 e integrative model of the customer-based view 94
Fig. 3.2 e SPICE stakeholder model 96
Fig. 3.3 Excerpts of the declaration of interdependence by whole
foods market 98
Fig. 3.4 e development process of the H2H mindset 99
xxiv List of Figures
Fig. 3.5 Determining factors of the H2H Mindset inside the H2H
marketing model 106
Fig. 4.1 e rewards of trust 112
Fig. 4.2 Cause and eect model for integrated trust management 115
Fig. 4.3 Most eective ways for brands to take a stand on a specic
cause on social media 118
Fig. 4.4 Physical and digital touchpoints along the 5A customer path 120
Fig. 4.5 e spiral consumer decision journey 121
Fig. 4.6 Trust protecting the reputation 123
Fig. 4.7 Integrated reputation management model 126
Fig. 4.8 Reputation as a magnet for stakeholders 127
Fig. 4.9 e development process of H2H brand management 128
Fig. 4.10 Brand identity and brand image in the identity-based branding
concept 130
Fig. 4.11 e relationship between rm, brand, and the customer 131
Fig. 4.12 e evolving brand logic 133
Fig. 4.13 From dyadic (1990s–2000) to network relationships
(2000 and forward) 135
Fig. 4.14 Socio-culturally integrated brand management based on
the S-DL 137
Fig. 4.15 From informational to dialogical: new ways of communication 138
Fig. 4.16 e new customer path in the connectivity era 139
Fig. 4.17 e 5A customer path in detail 141
Fig. 4.18 e o-zone 142
Fig. 4.19 Relationships between product, person, and context in brand-
formative design 146
Fig. 4.20 H2H brand management inside the H2H marketing model 148
Fig. 5.1 e evolution of the marketing mix 159
Fig. 5.2 From 4Ps and SIVA to the 5Es 164
Fig. 5.3 e iterative H2H process 167
Fig. 5.4 H2H Marketing at the fuzzy front end of innovation 170
Fig. 5.5 Strategic tasks of innovation marketing 171
Fig. 5.6 Components of the co-created value proposition in H2H
marketing 174
Fig. 5.7 e H2H Canvas 175
Fig. 5.8 Active search for problems in H2H marketing 177
Fig. 5.9 Exemplary empathy map 183
Fig. 5.10 Overlaps and blind spots of personas and market segments 184
Fig. 5.11 From Why to How in experience design 189
Fig. 5.12 e lean content marketing cycle 197
Fig. 5.13 Content marketing as sweet spot between the customer and
the rm 199
xxv List of Figures
Fig. 5.14 Media channels for content marketing 201
Fig. 5.15 Metrics for content marketing along the 5A customer path 203
Fig. 5.16 From stationary sales to Omnichannel integration 204
Fig. 5.17 Moments of truth along the customer path 206
Fig. 5.18 e H2H process inside the H2H marketing model 209
Fig. 6.1 Integrating “the Sustainability Edge” into the H2H approach 223
Fig. 6.2 e bullseye principle matched with the assumed eectiveness of
H2H Marketing 224
Fig. 6.3 Development to resonance-based society 231
Fig. 6.4 H2H Marketing as a complete story 233
xxvii
List of Tables
Table 1.1 Key themes and behaviors during dierent phases of marketing 16
Table 1.2 Comparison of traditional innovation and experience
innovation 20
Table 2.1 Framing model of design thinking 44
Table 2.2 e foundational premises of the service-dominant logic 56
Table 2.3 Transitional concepts on the way from the G-DL to the S-DL 66
Table 4.1 Characteristics of identity and its implications for brand
management 130
Table 5.1 Dierent marketing mix models for H2H marketing 165
Table 5.2 Comparison of outbound and inbound marketing 195
