The two authors Prof. Dr. Waldemar Pförtsch (former Pforzheim University) and Prof. Dr. Uwe Sponholz (University of Applied Sciences Würzburg-Schweinfurt) formulate this high standard in their book “Das neue Marketing-Mindset”. Sustainable improvement of the world and Human-oriented Marketing, that sounds not only ambitious but also contemporary and also overdue, at least as far as the mindset, strategy and tools for marketing are concerned. Mindset – Strategy – Hand Tools The book covers these three major thematic blocks. Fortunately, the authors do not stop at well-formulated but actionless appeals. They provide the marketers with a whole backpack of tools on how to develop their marketing in a human-oriented way. As a starting point, they provocatively pose the question of whether today’s marketing really places people at the centre of thought and action:
  • Why is marketing repeatedly accused of a one-sided and sometimes aggressive concentration on “selling” in the sense of “outwitting the customer”?
  • Why do so many companies take up the cause of thinking and acting customer-centered, but only have their own profit maximization in mind?
  • Why is the image of marketing so bad among consumers and colleagues in companies?
  • How is a relationship between the people involved supposed to work for customers and suppliers without trust if this is permanently violated by marketing?
  • Why do we talk about product management today, when our real concern must be to support customers in their problems and goals and not to sell a “product”?
  • How can it be that there are authors who say that “marketing” and “truth” cannot be said together in one sentence (J. N. Sheth and Sisodia 2006)
  • What contribution does marketing make when it comes to solving deeply human problems (H2H problems), which include virtually all social, ecological and economic problems of our home planet?
It is the primary task of marketing to bring the “why” of the customer into the innovation process of product development. This basic attitude seems to have been lost in recent years and decades. But without this conviction, a positive contribution for the customer will not succeed. Therefore, this book is entitled “The New Marketing Mindset.” On 588 pages the authors deliver the how-to-do:
  • Design Thinking
  • Service Dominant Logic
  • Opportunities of digitisation
  • Co-Creation
  • Business Model Canvas
Therefore, it takes many tools to recognise and understand the “why” of the customer, to translate it into products and communication, to align the internal organisation accordingly and to convince the management that this is the right way to go. In the end, Pfoertsch and Sponholz orchestrate this knowledge into a coordinated process model that they call “H2H Management in the Bangalore Model” (it was developed in Bangalore in months of work). This is about the
  • H2H Marketing as a mindset
  • H2H Marketing as an iterative process
  • Brand management in H2H marketing
  • Trust management in H2H marketing
  • The iterative H2H process: human insights, develop value propositions, communicate valuable content
So the “new marketing” is a good piece of hard work – but more rewarding. A comment from Rolf-Günther Hobbeling
Rolf-Günther Hobbeling Executive Editor Springer Gabler Verlag
Das neue Marketing-Mindset Management, Methoden und Prozesse für ein Marketing von Mensch zu Mensch. More about the book