Rajagopal Transgenerational Marketing

Evolution, Expansion, and Experience
1. Auflage 2020
ISBN: 978-3-030-33925-8
Verlag: Springer, Berlin

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298 Seiten, Gebunden, HC runder Rücken kaschiert, Format (B × H): 150 mm x 218 mm, Gewicht: 552 g

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Beschreibung

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.

Autoren

Autoren

Rajagopal

Über den Autor

Rajagopal
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.

Inhaltsverzeichnis

About the Author

Acknowledgements


Preface


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

Zielgruppe

Research

Fachgebiete