Overview

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.

Full Product Details

Author:   Rajagopal
Publisher:   Springer Nature Switzerland AG
Imprint:   Springer Nature Switzerland AG
Edition:   1st ed. 2020
Weight:   0.454kg
ISBN:  

9783030339289

ISBN 10:   3030339289
Pages:   298
Publication Date:   03 December 2020
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   Manufactured on demand  
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Table of Contents

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​

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Author Information

​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.

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