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" Transgenerational marketing : "
Rajagopal.
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BL
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| Record Number
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863028
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| Main Entry
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Rajagopal,1957-
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| Title & Author
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Transgenerational marketing : : evolution, expansion, and experience /\ Rajagopal.
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| Publication Statement
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Cham, Switzerland :: Palgrave Macmillan,, [2020]
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| Page. NO
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xxiii, 298 pages ;; 22 cm
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| ISBN
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3030339254
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: 9783030339258
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Includes bibliographical references and index.
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| Contents
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Part I. Theoretical foundations. Evolution of marketing scholarship ; Transgenerational entrepreneurship -- Part II. Growth of functional perspectives. Innovation and technology generations ; Growth of supply chain management ; Decision process across marketing generations ; Development of consumer behavior ; Industrial marketing generations.
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| Abstract
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This book critically examines the evolution of marketing scholarship over generations from Marketing 1.0 to 4.0. It argues that most firms look to gain competitive advantage in the marketplace by driving tactical moves, inculcating small cost-effective changes in marketing approaches. Often, strategic choices of companies lean towards developing competitive differentiations that enable consumers to realize the value of money, causing loyalty shifts in the competitive marketplace. 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. It explains how consumer affections sentimentally and emotionally help in growing the brands and companies over generations. This book significantly contributes to the existing literature and serves as a learning post and a think tank for students, researchers, and business managers.
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Consumer behavior.
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Marketing.
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Strategic planning.
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Consumer behavior.
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Marketing.
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Strategic planning.
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| Dewey Classification
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658.8009
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| LC Classification
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HF5415.R35 2020
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