Transgenerational Marketing

Evolution, Expansion, and Experience

Gebonden Engels 2019 9783030339258
Verwachte levertijd ongeveer 9 werkdagen

Samenvatting

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.

Specificaties

ISBN13:9783030339258
Taal:Engels
Bindwijze:gebonden
Uitgever:Springer International Publishing

Lezersrecensies

Wees de eerste die een lezersrecensie schrijft!

Inhoudsopgave

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

Managementboek Top 100

Rubrieken

Populaire producten

    Personen

      Trefwoorden

        Transgenerational Marketing