The work is co-authored by Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz and Marcos Bedendo
Technological advances and changing mindsets bring the need to rethink marketing, and the book “H2H Marketing: The Journey of Human to Human Marketing” not only encourages a new way of thinking, but also offers a reflection on the paths for implementation. The work, co-authored by Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz and Marcos Bedendo, was officially launched this Wednesday (3) at ESPM, in São Paulo.
The event was attended online by Philip Kotler and Waldemar Pfoertsch, and in person by Marcos Bedendo, promoting reflections on the future of marketing with an approach centered on human beings and the construction of genuine connections, ethical practices and the longevity of relationships.
“I believe that when we talk about H2H marketing in Brazil, we have to take into consideration and emphasize cultural relationships, trust and human connections for the Brazilian market. Understand the opportunities to design consumer experiences, personalize and engage experiences by bringing customers closer to the brand,” says Waldemar Pfoertsch.
Professor Marcos Bedendo spoke about some of the messages the book brings, including possible changes that would be necessary to move from a tactical perspective to a more strategic one, demanding changes in the marketing area of companies, but also in the professionals involved. “Marketing professionals need to be able to understand a series of things, such as discussing strategy and understanding market dynamics. This is also part of what the book talks about: how can we use knowledge of people, of consumers, to transform it into relationships for the company? Naturally, marketing will participate in strategic discussions, such as innovation, new products, new strategies for advancing in the market and will move away from the perspective of simply being the area that executes or brings leads to a sales area. And we are beginning to realize that marketing is also going far beyond this consumer relationship.”
Philip Kotler presented a bit about the general scenario that gave rise to the concept of H2H marketing, bringing reflections on humanism, capitalism, democracy and thinkers such as Socrates and Plato. “We need to make sure that we do not overvalue growth at any cost. We want quality of life for people too. We need to be more eco-centric and give more value to natural resources and human resources. And now, when we have artificial intelligence to help us do this, it is not to replace human intelligence, but to enhance human intelligence.”
The work draws attention to a broader, more strategic and community-based vision of marketing, focused on the co-creation of value, which can evolve with technology while maintaining human contact. “What could we do to develop the greatest good for the greatest number of people possible? When we do a cost-benefit analysis, it is a tool that gives us the best results, right? So, H2H marketing comes from a humanistic perspective and its goal is to produce more smiles”, concludes Kotler.
