On February 8, 2018, the authors Professor Waldemar A. Pförtsch and Professor Uwe Sponholz sat for the first time on the balcony of the Guest House of Christ University in Bangalore and started to develop the concept for Human Marketing. They wanted to bring together their common experience and insights: To combine the latest marketing, the best Design Thinking and Service Dominant Logic approaches, but also the latest insights on digitalization.

The authors had done intensive research in these areas in recent years, written articles and books, designed and conducted various courses and worked on many industry projects. In the process, they realized that the way marketing is understood and implemented is largely responsible for its success. In English, this is called the mindset.

They realized that the mindset has changed in marketing and uses a certain value orientation, which is necessary to align marketing with humans. According to their latest assessment, marketing should be for people and not be directed against them. That is why they promote a Human-to-Human (H2H) mindset.

The authors understand the human being as the centre and not as the means (full stop!). That is why they created a new mindset and management set for marketing, which we have called “Human-to-Human (H2H) Marketing” in our internal work. In their analysis of the current situation, they also found that current marketing concepts must adapt to the new circumstances. Push marketing in the 4P marketing mix no longer fits into the realities of the digital world. The Internet is bi-directional, if not multi-directional. Customer knowledge, customer pull or even customer-generated knowledge (user-generated content) plays an increasingly important role. Therefore, marketing concepts must also change under the influence of digitalisation.

Like many other authors, they come to the realization that marketing has to change and that a completely new approach is needed today.

Find out more about the new marketing mindset in Mensch Marketing.