Books by Uwe Sponholz
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The most popular books by Uwe Sponholz on 12min
H2H Marketing
Uwe Sponholz
"H2H Marketing" introduces a human-centered approach to marketing that shifts away from conventional strategies. The main focus is around realigning organizational thinking, people, and processes to create value for all stakeholders. It builds on the principles from Kotler’s "Marketing 4.0" and the authors' previous work on B2B marketing, integrating modern concepts like Design Thinking, Service-Dominant Logic, and Digitalization. This book encourages leaders to challenge traditional assumptions, embrace their humanity, and adopt innovative approaches to create more relevant value propositions in a rapidly changing business environment.
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