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Transgenerational Marketing = Evolut...
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Transgenerational Marketing = Evolution, Expansion, and Experience /
紀錄類型:
書目-語言資料,印刷品 : Monograph/item
正題名/作者:
Transgenerational Marketing/ by Rajagopal.
其他題名:
Evolution, Expansion, and Experience /
作者:
Rajagopal.
面頁冊數:
XXIII, 298 p. 14 illus.online resource. :
Contained By:
Springer Nature eBook
標題:
Emerging Markets/Globalization. -
電子資源:
https://doi.org/10.1007/978-3-030-33926-5
ISBN:
9783030339265
Transgenerational Marketing = Evolution, Expansion, and Experience /
Rajagopal.
Transgenerational Marketing
Evolution, Expansion, and Experience /[electronic resource] :by Rajagopal. - 1st ed. 2020. - XXIII, 298 p. 14 illus.online resource.
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.
“…discussing critically the evolution of marketing scholarship and linking it to contemporary marketing practices is a commendable contribution of this book. A welcome addition to literature and a must for students to learn marketing foundations…” –John D Sullivan, Chairman & Associate Professor, Boston University, Metropolitan College, USA “Society has been changing at an increasing rate, and marketing has had to change and adapt to keep up with the changing society and consumer. This book makes the development of these two phenomena in a clear straightforward fashion. A must read for all…” –John Stanton, Chairman & Professor, Department of Food Marketing, St. Joseph University, USA 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. 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.
ISBN: 9783030339265
Standard No.: 10.1007/978-3-030-33926-5doiSubjects--Topical Terms:
881676
Emerging Markets/Globalization.
LC Class. No.: HF5410-5417.5
Dewey Class. No.: 658.8
Transgenerational Marketing = Evolution, Expansion, and Experience /
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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.
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