H2H Marketing – Real Case Studies in Human-Centered Strategy and Connection

Summary of the Book:

H2H Marketing: Case Studies on Human-to-Human Marketing builds on the transformative ideas introduced in the original H2H Marketing book, providing a compelling collection of real-world examples that put human-centered marketing into practice. Edited by marketing thought leader Philip Kotler alongside Waldemar Pfoertsch and Uwe Sponholz, this volume explores how brands across industries are redefining customer relationships through empathy, innovation, and value co-creation. The book dives into the intersection of Design Thinking, Service-Dominant Logic, and Digitalization, all woven into a framework that emphasizes authentic human connections rather than impersonal business transactions.

The case studies reveal how leading companies are shifting their focus from traditional product-centric marketing to personalized, purpose-driven experiences that resonate with people’s values, needs, and lives.

What You Will Discover in the Book?

Practical case studies showing how organizations implement H2H strategies
How Design Thinking helps marketers innovate with empathy
The power of Service-Dominant Logic in value co-creation and long-term relationships
How digital transformation supports—not replaces—human connection
New ways to build brand trust and loyalty in a human-centric economy

Why Should You Read This Book?

In today’s rapidly changing market landscape, businesses must go beyond transactions and create real, emotional connections with their customers. H2H Marketing: Case Studies is the ideal guide for marketers, brand strategists, and business leaders who are looking to implement human-first approaches that drive loyalty, innovation, and sustainable growth. With actionable insights from diverse industries, this book is a must-read for those ready to move past B2B or B2C and embrace a more meaningful H2H mindset.

About the Editors:

Philip Kotler, known as the “father of modern marketing,” is a globally respected scholar and author whose work has shaped the discipline for decades. His co-editors, Waldemar Pfoertsch and Uwe Sponholz, are experienced marketing academics and practitioners who bring academic depth and industry experience to the subject. Together, they present a cutting-edge look at how marketing must evolve to serve real human needs in a connected, digitized world.