Transgenerational Marketing - Evolution, Expansion, and Experience (Hardcover, 1st ed. 2020)

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.

General

Imprint:	Springer Nature Switzerland AG
Country of origin:	Switzerland
Release date:	December 2019
First published:	2020
Authors:	Rajagopal
Dimensions:	210 x 148mm (L x W)
Format:	Hardcover
Pages:	298
Edition:	1st ed. 2020
ISBN-13:	978-3-03-033925-8
Categories:	Books > Business & Economics > Business & management > Management of specific areas > Research & development management Books > Business & Economics > Business & management > Sales & marketing > Market research Promotions
LSN:	3-03-033925-4
Barcode:	9783030339258

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