國立虎尾科技大學 |

Transgenerational Marketing = Evolution, Expansion, and Experience /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Transgenerational Marketing/ by Rajagopal.
Reminder of title:	Evolution, Expansion, and Experience /
Author:	Rajagopal.
Description:	XXIII, 298 p. 14 illus.online resource. :
Contained By:	Springer Nature eBook
Subject:	Marketing. -
Online resource:	https://doi.org/10.1007/978-3-030-33926-5
ISBN:	9783030339265

Transgenerational Marketing = Evolution, Expansion, and Experience /
Rajagopal.

Transgenerational MarketingEvolution, 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:

557931
Marketing.

LC Class. No.: HF5410-5417.5

Dewey Class. No.: 658.8

Transgenerational Marketing = Evolution, Expansion, and Experience /
LDR:04178nam a22004095i 4500 001 1027377
003 DE-He213
005 20200703024203.0
007 cr nn 008mamaa
008 210318s2020 gw | s |||| 0|eng d
020 $a 9783030339265 $9 978-3-030-33926-5
024 7 $a 10.1007/978-3-030-33926-5 $2 doi
035 $a 978-3-030-33926-5
050 4 $a HF5410-5417.5
072 7 $a KJS $2 bicssc
072 7 $a BUS043000 $2 bisacsh
072 7 $a KJS $2 thema
072 7 $a KJSM $2 thema
082 0 4 $a 658.8 $2 23
100 1 $a Rajagopal. $4 aut $4 http://id.loc.gov/vocabulary/relators/aut $3 939309
245 1 0 $a Transgenerational Marketing $h [electronic resource] : $b Evolution, Expansion, and Experience / $c by Rajagopal.
250 $a 1st ed. 2020.
264 1 $a Cham : $b Springer International Publishing : $b Imprint: Palgrave Macmillan, $c 2020.
300 $a XXIII, 298 p. 14 illus. $b online resource.
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
347 $a text file $b PDF $2 rda
505 0 $a 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.
520 $a “…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.
650 0 $a Marketing. $3 557931
650 0 $a Management. $3 558618
650 0 $a Industrial management. $3 556510
650 0 $a Globalization. $3 554884
650 0 $a Markets. $3 575391
650 2 4 $a Innovation/Technology Management. $3 786196
650 2 4 $a Emerging Markets/Globalization. $3 881676
710 2 $a SpringerLink (Online service) $3 593884
773 0 $t Springer Nature eBook
776 0 8 $i Printed edition: $z 9783030339258
776 0 8 $i Printed edition: $z 9783030339272
776 0 8 $i Printed edition: $z 9783030339289
856 4 0 $u https://doi.org/10.1007/978-3-030-33926-5
912 $a ZDB-2-BUM
912 $a ZDB-2-SXBM
950 $a Business and Management (SpringerNature-41169)
950 $a Business and Management (R0) (SpringerNature-43719)