UoL

Dr Waldemar Pfortsch

Dr Waldemar Pfortsch

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About Dr Waldemar Pfoertsch

Professor of Marketing Management and Strategic & Digital Marketing
Director of DBA (Doctoral Business Administration)

I am a Professor of Marketing Management and Strategic & Digital Marketing at the University of Limassol. I hold a Masters in Economic and Business Administration from the Freie Universität Berlin, where I also received my PhD about University Technology Transfer in 1981.

EXPERTISE

My research and teaching expertise is centered around Human-to-Human (H2H) Marketing as an interdisciplinary and philosophical approach for tackling the current challenges and wicked problems of our world. My current research focus is on Human Digital Marketing, and its implications for corporations and communities to building genuine, empathetic relationships between businesses and their customers.

SHORT BIO

Waldemar Pfoertsch is Professor of Marketing at UoL. He holds a PhD from the Free University of Berlin, Germany. His research has been published in top-tier journals. He wrote more than 30 books, five of them co-authored with Philip Kotler, the marketing Guru, globally acknowledged as the father of marketing. Together they developed thought-leading concepts in the area of B2B and B2B2C brand management and now created the H2H Marketing principles, which has been translated in many languages including Greek. He has been a visiting professor at some of the world’s most prestigious business schools, including Kellogg Graduate School of Management, the Mannheim Business School, and the Technical University Munich.

 

Personal Information

  • Name Waldemar Pfoertsch
  • Address Limassol Campus : 3-5 Chaidariou Street, 3020 Limassol, Cyprus
  • Email waldemar@uol.ac.cy
  • Phone +357 25261163
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Publications

  • Pfoertsch, Waldemar, Kotler, Philip, Sponholz, Uwe, Haas, Max 2023. H2H Marketing: Case Studies on Human-to-Human Marketing. Springer, Heidelberg, New York
  • Sulaj, Kejsi & Pfoertsch, Waldemar 2023. Purchasing Behavior: Empirical Analysis of Brand Factors Influencing Consumers of Bottled Water. European Journal of Marketing and Economics
  • Pfoertsch, Waldemar, Sulaj, Kejsi, 2023. The Impact of Brand Performance and Brand Response on Customer Satisfaction: How do Brand Performance and Brand Response influence Consumer Satisfaction when Purchasing bottled Water in Durres, Albania? Global Journal of Management and Marketing Volume 7, Number 1, 19
  • Pfoertsch, Waldemar, Adam-Alexander Manowicz, Michael Preikschas, 2022, Business-to-Business Marketing. Kiehl Verlag 6th edition
  • Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, 2021, H2H Marketing: Putting Trust and Brand in strategic Management Focus. Academy of Strategic Management Journal, Volume 20, Special Issue 2, 1, Marketing Management and Strategic Planning 1939-6104-20-S2-82
  • Kotler, Philip, Waldemar, Sponholz, Pfoertsch, Uwe 2020, H2H Marketing: The Genesis of Human-to-Human Marketing. Springer, Heidelberg, New York
  • Waldemar Pfoertsch, Kamron Naher, Tipon Tanchangtya Harnessing the Power of H2H Marketing and AI: Revolutionizing Customer Engagement Special Session, 54th edition of the Annual Conference of the European Marketing Academy (EMAC Annual Conference). June 2025
  • Waldemar Pfoertsch, Tipon Tanchangya, Kamron Naher, Muhaiminul Islam Humanizing Marketing Strategies: Navigating Customer Relationships and Sustainable Business Practices in the Digital Age by Integrating H2H Marketing and Regenerative Practices AMA Academic Winter Conference, Phoenix, Arizona, USA. February 2025
  • Waldemar Pfoertsch, Kejsi Sulaj (2024) Introducing 5Es Marketing-Mix: A New Framework for Effective Marketing in the Digital Age Academy of Strategic Management Journal, Vol. 23, Issue 2 (Print ISSN: 1544-1458; Online ISSN: 1939-6104) Read Article
  • Waldemar Pfoertsch, Christian Koch, Philipp Brüggemann (2024) Guiding Customer Choices: The Impact of Digital Nudging on Preferred Decisions Throughout the Customer Journey In: Francisco J. Martínez-López, Luis F. Martinez, Philipp Brüggemann (Eds.), Advances in Digital Marketing and eCommerce, Springer DOI: 10.1007/978-3-031-62135-2_20
  • Waldemar A. Pfoertsch, Julian Oppelt (2025) How Top Brands Are Dominating the Global Stage: Rise in Brand Value, Key Strategies, and Future Outlook The Branding Journal, April 4, 2025 Read Article
  • Kotler, Philip; Pfoertsch, Waldemar; Ureta, Ivan; Ancarani, Fabio Humanism in Marketing: Responsible Leadership and the Human-to-Human Approach Palgrave, November 2024
  • Kotler, Philip; Pfoertsch, Waldemar; Sponholz, Uwe; Sulaj, Kejsi An Instructor’s Manual to H2H Marketing Case Studies: Teach Human-to-Human Marketing Effectively Springer, Heidelberg, New York, January 2024, p. 181

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