Rajagopal Transgenerational Marketing
1. Auflage 2020
ISBN: 978-3-030-33925-8
Verlag: Springer, Berlin
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Buch, Englisch,
298 Seiten, Gebunden, HC runder Rücken kaschiert, Format (B × H): 150 mm x 218 mm, Gewicht: 552 g
Erhältlich auch als Buch
Evolution, Expansion, and Experience
1. Auflage 2020,
298 Seiten, Gebunden, HC runder Rücken kaschiert, Format (B × H): 150 mm x 218 mm, Gewicht: 552 g
ISBN: 978-3-030-33925-8
Verlag: Springer, Berlin
Seite exportieren
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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.
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
Research
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.
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
Research
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