Transgenerational Marketing

Evolution, Expansion, and Experience

AvRajagopal

Inbunden, Engelska, 2019

1 632 kr

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Häftad

1 632 kr

Beskrivning

This book critically examines the evolution of marketing scholarship over generations from Marketing 1.0 to 4.0. The book focuses on the consumer as the pivot of marketing and argues that the consumer serves as a bidirectional channel during pre-and post-purchase period.

Produktinformation

Utgivningsdatum:2019-12-03
Mått:148 x 210 x 23 mm
Vikt:533 g
Format:Inbunden
Språk:Engelska
Antal sidor:298
Upplaga:19001
Förlag:Springer Nature Switzerland AG
ISBN:9783030339258

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Mer om författaren

Rajagopal is Professor of Marketing at EGADE Business School, Technologic de Monterrey, Santa Fe Campus, Mexico and Life Fellow of the Royal Society for Encouragement of Arts, Manufacture and Commerce, UK. He is also Visiting Professor at Metropolitan College, Boston University, USA. He has to his credit 58 books on marketing management and rural development themes, and over 400 research contributions that include published research papers in national and international refereed journals.

Innehållsförteckning

Section I: Theoretical Foundations.- Chapter 1. Evolution of Marketing Scholarship.- Chapter 2. Transgenerational entrepreneurship.- Section II: Growth of Functional Perspectives.- Chapter 3. Generations of Innovation and Technology.- Chapter 4. Growth of Supply Chain Management.- Chapter 5. Evolution of Decision making in Marketing.- Chapter 6. Development of Consumer Behavior.- Chapter 7. Industrial Marketing across Generations.- Section III: Global Transformations.- Chapter 8. Shifts in Market Competition.- Chapter 9. Business Diplomacy and Corporate Social Initiatives.- Chapter 10. Next Generation Market and Consumerism.- Index Terms