الصفحة 1
الصفحة 1
Transgenerational Marketing : Evolution, Expansion, and Experience
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.
Goliath strikes back : How traditional retailers are winning back customers from ecommerce startups
Goliath Strikes Back: How Traditional Retailers Are Winning Back Customers from Ecommerce Startups expands on this current industry shift in one of the most accessible, intriguing business books in recent times. Each chapter covers a different industry, as diverse and eclectic as consumer electronics, newspapers, groceries, logistics, and more. By looking at how traditional retailers are facing off against internet startups, you can gauge the landscape and form your own strategies.
