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?
- Design Thinking
- Service Dominant Logic
- Opportunities of digitisation
- Business Model Canvas
- 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
Rolf-Günther Hobbeling Executive Editor Springer Gabler Verlag