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Books > Business & Economics > Business & management > Sales & marketing > Market research
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Transgenerational Marketing - Evolution, Expansion, and Experience (Paperback, 1st ed. 2020)
Loot Price: R4,573
Discovery Miles 45 730
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Transgenerational Marketing - Evolution, Expansion, and Experience (Paperback, 1st ed. 2020)
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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.
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