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008			230718s2023 sz | s |||| 0|eng d
020			_a9783031223938
024	7		_a10.1007/978-3-031-22393-8 _2doi
040			_aES-VaUEC _bspa _cES-VaUEC
050	0	4	_aHF5410-5417.5 _b2024
245	0	0	_aH2H Marketing: _bCase Studies on Human-to-Human Marketing _cedited by Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Maximilian Haas
250			_a1st ed 2023
264		1	_aCham _c2023 _bSpringer International Publishing
300	0	0	_a1 recurso en línea
336			_atexto _btxt _2rdacontent
337			_aelectrónico _bc _2rdamedia
338			_arecurso electrónico _bcr _2rdacarrier
490	0		_aSpringer Business Cases, _x2662-544X
505	0		_aThe New Pradigm: H2H Marketing -- H2H Mindset: The Basis -- H2H Management: Putting Trust and Brand in Focus -- Rethinking Operative Marketing: The H2H Process -- Finding Meaning in a Troubled World. .
520			_aH2H 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.
830		0	_aSpringer Business Cases, _x2662-544X
856	4	0	_uhttps://go.openathens.net/redirector/universidadeuropea.es?url=https://doi.org/10.1007/978-3-031-22393-8 _zAcceso a este recurso digital (usuarios Universidad Europea de Valencia)
912			_aZDB-2-BUM
912			_aZDB-2-SXBM
942			_2lcc _cLE
988			_aSpringer_Business_2023
999			_c238617 _d238617