In the past decades, the field of marketing has moved through five models in rapid succession, with each of these models resulting from the available technology and approach to the customer that was appropriate at the time. In the current stage, Marketing 5.0, the traditional 4P's of marketing - product, place, price and promotion - are no longer applicable. What we need, is a fresh new look at these pillars of marketing for future success - more particularly, at the ways in which today's marketing is fundamentally 'H2H' or 'human-to-human'. This book lays down a clear path towards adopting the frameworks in marketing that make a difference today and in the future. In doing so, it provides marketers with an effective way of adapting to today's customer-centric environment.
Sandra Rothenberger currently chairs the research unit of Strategy, Governance, Marketing and Innovation at the Solvay Business School of Economics & Management. A multi-lingual international academic, businesswoman, consultant and speaker, her business and industry experience includes consultancy for small and medium-sized companies as well as supervisory boards activities in European multinational corporations. In her research and teaching, she focuses on Strategic Marketing, mainly in the areas of Strategic Pricing and Consumer Behaviour.