Book Details


Transgenerational Marketing : Evolution, Expansion, and Experience / Rajagopal

Publication year: 2020

ISBN: 978-3-030-33926-5

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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.

Subject: Business, Marketing, Business and Management, Innovation and Technology Management, Emerging Markets and Globalization, Marketing History, Marketing Strategy, Business Modelling, Consumer Behavior, Entrepreneurial Orientation, Supply Chain Management, Technology, Digital Disruption, Decision-Making in Marketing, Industrial Marketing, Digital Marketing, Competitive Strategies