nach oben

Erschienen in:

2021 | OriginalPaper | Buchkapitel

5. Rethinking Operative Marketing: The H2H Process

verfasst von : Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz

Erschienen in: H2H Marketing

Verlag: Springer International Publishing

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

Abstract

The H2H Process is a logical evolutionary stage of the evolution of the marketing mix. It does not substitute the classical marketing mix but adapts it to today’s business environment. The H2H Process is highly iterative, nonlinear, agile, co-creative, and adaptive to all kinds of businesses (B2B, B2C, and services) and all kinds of business situations (valid for start-ups as well as incumbent companies) and formats (analogue as well as digital). The relation to a human problem is imperative for H2H Marketing. The first operational task within the H2H Process aims to find a human problem that promises enough market potential and can be solved with the company’s capabilities. To fully understand the human problem, the marketing team must generate insights about the humans who (might) have this problem. Doing so, the team can support the design of a proper value proposition that covers several components including the essential customer experience. Value-based pricing is one of the difficult tasks the team has to conduct in order to get a financial feedback from the customers. H2H Content Marketing is not only used to promise value to the customer but to increase the probability that customers get the value by using it properly in their individual context. H2H Content Marketing broadens the concept of content marketing and uses the principles of the lean start-up method to make it more experiential and more agile. The H2H Process again changes the perspective by responding to the question how customers and users can get access to the company’s service (value proposition as well as content). Omnichannel and Social Commerce represent the latest channel developments. Finally, the chapter summarizes the impact of the influencing factors Design Thinking, S-DL, and digitalization on the H2H Process.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Technik"

Online-Abonnement

Mit Springer Professional "Technik" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 390 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Maschinenbau + Werkstoffe

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Vorheriges Kapitel H2H Management: Putting Trust and Brand in Focus

Nächstes Kapitel Finding Meaning in a Troubled World

Constantinides, E. (2006). The Marketing Mix Revisited: Towards the twenty-first Century Marketing. Journal of Marketing Management, 22(3/4), pp. 407–438. https://doi.org/10.1362/026725706776861190

Halligan, B., & Shah, D. (2018). op. cit.

Vargo, S. L., & Lusch, R. F. (2004). op. cit.

Borden, N. H. (1964). The Concept of the Marketing Mix, p. 7. Journal of Advertising Research, 2, pp. 7–12. Retrieved from http://www.guillaumenicaise.com/wp-content/uploads/2013/10/Borden-1984_The-concept-of-marketing-mix.pdf

Constantinides, E. (2006). op. cit.

Wani, T. (2013). From 4Ps to SAVE: A Theoretical Analysis of Various Marketing Mix Models. Business Sciences International Research Journal, 1(1), pp. 1–9. https://doi.org/10.2139/ssrn.2288578

Lauterborn, B. (1990). New Marketing Litany: Four P’s Passe; C-Words Take Over, p. 26. Advertising Age, 61(41), p. 26. Retrieved from http://www.business.uwm.edu/gdrive/Wentz_E/International%20Marketing%20465%20Fall%202014/Articles/New%20Marketing%20Litany.PDF

Dann, S. (2011, July 5–7). The Marketing Mix Matrix [Conference paper]. Paper presented at the Academy of Marketing Conference 2011, Liverpool, United Kingdom. Retrieved from https://www.researchgate.net/profile/Stephen_Dann/publication/267559484_The_Marketing_Mix_Matrix/links/54b6024b0cf2318f0f9a0743.pdf

Wani, T. (2013). op. cit.

Dev, C. S., & Schultz, D. E. (2005). Simply SIVA: Get results with the new marketing mix, p. 38. Marketing Management, 14(2), pp. 36–41. Retrieved from https://www.scopus.com/record/display.uri?eid=2-s2.0-17444418649&origin=inward&txGid=047497a80a4b341498c747b3d30eff31

Dev, C. S., & Schultz, D. E. (2005). op. cit.

Vargo, S. L., & Lusch, R. F. (2004). op. cit.

Lusch, R. F., & Vargo, S. L. (2006). op. cit., p. 286.

Lauterborn, B. (1990). op. cit., p. 26.

Ettenson, R., Conrado, E., & Knowles, J. (2013). Rethinking the 4 P’s. Harvard Business Review, 91(1/2), p. 26. Retrieved from https://hbr.org/2013/01/rethinking-the-4-ps

Ettenson, R., Conrado, E., & Knowles, J. (2013). op. cit., p. 26.

Lauterborn, B. (1990). op. cit., p. 26.

Schultz, D. E., Tannenbaum, S. I., & Lauterborn, R. F. (1994). The New Marketing Paradigm: Integrated Marketing Communications. Lincolnwood, IL: NTC Publishing.

Lauterborn, B. (1990). op. cit., p. 26.

Schultz, D. E., Tannenbaum, S. I., & Lauterborn, R. F. (1994). op. cit., p. 13.

Dev, C. S., & Schultz, D. E. (2005). op. cit., p. 38.

Dev, C. S., & Schultz, D. E. (2005). op. cit.

Dann, S. (2011, July 5–7). op. cit., para. 1.

Dann, S. (2011, July 5–7). op. cit.

Ettenson, R., Conrado, E., & Knowles, J. (2013). op. cit., p. 26.

Wani, T. (2013). op. cit.

Ettenson, R., Conrado, E., & Knowles, J. (2013). op. cit., p. 26.

Wani, T. (2013). op. cit.

Hall, S. (2017). Innovative B2B Marketing: New Models, Processes and Theory. New York, NY: Kogan Page.

Hall, S. (2017). op. cit.

Pfoertsch, W. A., & Sponholz, U. (2019). op. cit.

Smith, P. G., & Reinertsen, D. G. (1991). Developing products in half the time. New York, NY: Van Nostrand Reinhold.

Gassmann, O., & Schweitzer, F. (2014). op. cit.

Gassmann, O., & Schweitzer, F. (2014). op. cit., p. 5.

Gassmann, O., & Schweitzer, F. (2014). op. cit.

Kotler, P., Kartajaya, H., & Setiawan, I. (2017). op. cit., p. 111.

Chen, S., & Venkatesh, A. (2013). An investigation of how design-oriented organisations implement design thinking. Journal of Marketing Management, 29(15/16), pp. 1680–1700. https://doi.org/10.1080/0267257X.2013.800898

Chen, S., & Venkatesh, A. (2013). op. cit.

Gassmann, O., & Schweitzer, F. (2014). op. cit.

Leifer, L. J., & Steinert, M. (2014). Dancing with Ambiguity: Causality Behavior, Design Thinking, and Triple-Loop-Learning, p. 141. In O. Gassmann, & F. Schweitzer (Eds.), Management of the Fuzzy Front End of Innovation (pp. 141–158). Cham, Switzerland: Springer International Publishing.

Gassmann, O., & Schweitzer, F. (2014). op. cit., p. 7. Design Thinking, Digitization and the H2H Marketing notion were added.

Eser, D., Gaubinger, K., & Rabl, M. (2014). Sprint Radar: Community-Based Trend Identification. In O. Gassmann, & F. Schweitzer (Eds.), Management of the Fuzzy Front End of Innovation (pp. 275–280). Cham, Switzerland: Springer International Publishing.

Payne, A. F., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36(1), pp. 83–96. https://doi.org/10.1007/s11747-007-0070-0

Gassmann, O., & Schweitzer, F. (2014). op. cit.

Lindberg, T., Meinel, C., & Wagner, R. (2011). op. cit.

Adapted from Innovations marketing (second ed., p. 41), by V. Trommsdorff, & F. Steinhoff, 2013, München, Germany: Franz Vahlen. “Fuzzy Front End” and “Back End” added.

Trommsdorff, V., & Steinhoff, F. (2013). op. cit.

Martin, R. L. (2009). The Design of Business: Why Design Thinking is the Next Competitive Advantage. Boston, MA: Harvard Business Review Press.

Li, C.-R., Lin, C.-J., & Chu, C.-P. (2008). The nature of market orientation and the ambidexterity of innovations. Management Decision, 46(7), pp. 1002–1026. https://doi.org/10.1108/00251740810890186

Martin, R. L. (2009). op. cit.

Li, C.-R., Lin, C.-J., & Chu, C.-P. (2008). op. cit., p. 1005.

Li, C.-R., Lin, C.-J., & Chu, C.-P. (2008). op. cit.

Martin, R. L. (2009). op. cit.

Detail description cold be found in: Kotler, P., Komori, S. (2020). Never Stop – Winning Through Innovation. Canada, Kotler Impact Montreal.

See also Gummesson, E., Kuusela, H., & Närvänen, E. (2014). Reinventing marketing strategy by recasting supplier/customer roles. Journal of Service Management, 25(2), pp. 228–240. https://doi.org/10.1108/JOSM-01-2014-0031

Robra-Bissantz, S. (2018). Entwicklung von innovativen Services in der Digitalen Transformation. In M. Bruhn, & K. Hadwich (Eds.), Service Business Development: Strategien – Innovationen – Geschäftsmodelle: Band 1 (pp. 261–288). Wiesbaden, Germany: Springer Gabler.

Vargo, S. L., & Lusch, R. F. (2008). op. cit., p. 7.

Hartleben, R. E., & von Rhein, W. (2014). Kommunikationskonzeption und Briefing: Ein praktischer Leitfaden zum Erstellen zielgruppenspezifischer Konzepte (3rd. ed.), p. 299f. Erlangen, Germany: Publicis. In this book we will use only a condensed version of Hartleben’s recommendations. For a more detailed elaboration on how to conduct an effective briefing the reader may refer to pp. 299–307 of the cited book.

Hartleben, R. E., & von Rhein, W. (2014). op. cit.

Kozinets, R. V. (2015). op. cit.

Özbölük, T., & Dursun, Y. (2017). Online brand communities as heterogeneous gatherings: a netnographic exploration of Apple users. Journal of Product & Brand Management, 26(4), pp. 375–385. https://doi.org/10.1108/JPBM-10-2015-1018

Heinonen, K., & Medberg, G. (2018). Netnography as a tool for understanding customers: implications for service research and practice. Journal of Services Marketing, 32(6), pp. 657–679. https://doi.org/10.1108/JSM-08-2017-0294

Drengner, J., Jahn, S., & Gaus, H. (2013). op. cit.

Kozinets, R. V. (2015). op. cit.

Rohrbeck, R. (2014). Trend Scanning, Scouting and Foresight Techniques. In O. Gassmann, & F. Schweitzer (Eds.), Management of the Fuzzy Front End of Innovation (pp. 59–73). Cham, Switzerland: Springer International Publishing.

Judt, E., & Klausegger, C. (2010). Bankmanagement-Glossar: Was ist Trendscouting? bank und markt, 3, p. 46. Retrieved from https://www.kreditwesen.de/bank-markt/ergaenzende-informationen/archivdaten/trendscouting-id12805.html

Judt, E., & Klausegger, C. (2010). op. cit.

Rohrbeck, R. (2014). op. cit.

Rumler, A., & Ullrich, S. (2016). Social-Media-Monitoring und -Kontrolle, p. 100. PraxisWISSEN Marketing, 1, pp. 94–112. https://doi.org/10.15459/95451.7. Translation from German to English.

Kotler, P., Kartajaya, H., & Setiawan, I. (2017). op. cit., p. 111.

Kozinets, R. V. (2015). op. cit.

Grots, A., & Pratschke, M. (2009). op. cit.

Stone, M. L. (2014). Big Data for Media [Report]. Retrieved from Reuters Institute for the Study of Journalism website: https://reutersinstitute.politics.ox.ac.uk/sites/default/files/2017-04/Big%20Data%20For%20Media_0.pdf

LaValle, S., Lesser, E., Shockley, R., Hopkins, M. S., & Kruschwitz, N. (2011). op. cit., p. 25f.

Goodwin, K. (2009). Designing for the Digital Age: How to Create Human-Centered Products and Services. Indianapolis, IN: Wiley.

Adapted from Goodwin, K. (2009), p. 237.

Goodwin, K. (2009). op. cit.

Vargo, S. L., & Lusch, R. F. (2008). op. cit.

Vargo, S. L., & Lusch, R. F. (2004). op. cit., p. 5.

Osterwalder, A., Pigneur, Y., Smith, A., Bernarda, G., & Papadakos, P. (2014). Value Proposition Design. Hoboken, NJ: Wiley.

See e.g. Vargo, S. L., & Lusch, R. F. (2016). op. cit.

Prahalad, C. K., & Ramaswamy, V. (2003). op. cit.

Lusch, R. F., & Vargo, S. L. (2014). op. cit.

Prahalad, C. K., & Ramaswamy, V. (2003). op. cit.

At least implicitly, as the S-DL and its premises were introduced one year later (see Vargo and Lusch 2004. op. cit.).

Prahalad, C. K., & Ramaswamy, V. (2003). op. cit.

Vargo, S. L., & Lusch, R. F. (2008). op. cit.

Prahalad, C. K., & Ramaswamy, V. (2003). op. cit.

Schulze, G. (1992). Die Erlebnisgesellschaft: Kultursoziologie der Gegenwart. Frankfurt, Germany: Campus. The original German title of his book is Die Erlebnis-Gesellschaft, which in English means “Experience Society”.

E.g. Prahalad, C. K., & Ramaswamy, V. (2003). op. cit.

Hassenzahl, M. (2011). User Experience and Experience Design. In M. Soegaard, & R. F. Dam (Eds.), Encyclopedia of Human-Computer Interaction. Aarhus, Denmark: The Interaction Design Foundation.

Rusnjak, A., & Schallmo, D. R. A. (2018). Gestaltung und Digitalisierung von Kundenerlebnissen im Zeitalter des Kunden Vorgehensmodell zur Digitalen Transformation von Business Models im Kontext der Customer Experience. In A. Rusnjak, & D. R. A. Schallmo (Eds.), Customer Experience im Zeitalter des Kunden: Best Practices, Lessons Learned und Forschungsergebnisse (pp. 1–40). Wiesbaden, Germany: Springer Gabler.

Robier, J. (2016). UX Redefined: Winning and Keeping Customers with Enhanced Usability and User Experience. Cham, Switzerland: Springer International Publishing.

Rusnjak, A., & Schallmo, D. R. A. (2018). op. cit.

Goldhausen, K. (2018). Customer Experience Management – Der Weg ist das Ziel. In A. Rusnjak, & D. R. A. Schallmo (Eds.), Customer Experience im Zeitalter des Kunden: Best Practices, Lessons Learned und Forschungsergebnisse (pp. 41–94). Wiesbaden, Germany: Springer Gabler.

100

Goldhausen, K. (2018). op. cit.

101

Kotler, P., Kartajaya, H., & Setiawan, I. (2017). op. cit.

102

Sisodia, R. S., Sheth, J. N., & Wolfe, D. (2014). op. cit.

103

Kreutzer, R. T. (2018a). Customer Experience Management – wie man Kunden begeistern kann. In A. Rusnjak, & D. R. A. Schallmo (Eds.), Customer Experience im Zeitalter des Kunden: Best Practices, Lessons Learned und Forschungsergebnisse (pp. 95–119). Wiesbaden, Germany: Springer Gabler.

104

Kreutzer, R. T. (2018a). op. cit.

105

Kotler, P., Kartajaya, H., & Setiawan, I. (2017). op. cit., p. 59.

106

Rusnjak, A., & Schallmo, D. R. A. (2018). op. cit.

107

Hassenzahl, M. (2011). op. cit., Why, What and How section, para. 2.

108

Hassenzahl, M. (2011). op. cit., Why, What and How section, para. 3.

109

Hassenzahl, M. (2011). op. cit., Why, What and How section, para. 6.

110

Hassenzahl, M. (2011). op. cit.

111

Hinterhuber, A. (2004). Towards value-based pricing—An integrative framework for decision making, p. 765. Industrial Marketing Management, 33(8), pp. 765–778. https://doi.org/10.1016/j.indmarman.2003.10.006

112

Hinterhuber, A. (2004). op. cit.

113

Simon, H. (2015). Confessions of the Pricing Man: How Price Affects Everything, p. 13. Cham, Switzerland: Springer International Publishing.

114

Simon, H. (2015). op. cit.

115

Kowalkowski, C. (2010). op. cit.

116

Kowalkowski, C. (2010). op. cit.

117

Hinterhuber, A. (2004). op. cit.

118

Hinterhuber, A. (2004). op. cit.

119

Springer Professional

Abstract

Bitte loggen Sie sich ein, um Zugang zu Ihrer Lizenz zu erhalten.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Technik"

Springer Professional "Wirtschaft"