Transgenerational Marketing: Evolution, Expansion, and Experience

  • 5h 35m
  • Rajagopal
  • Springer
  • 2019

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.

In this Book

  • Evolution of Marketing Scholarship
  • Transgenerational Entrepreneurship
  • Innovation and Technology Generations
  • Growth of Supply Chain Management
  • Decision Process across Marketing Generations
  • Development of Consumer Behavior
  • Industrial Marketing Generations
  • Market Competition across Generations
  • Business Diplomacy and Corporate Social Initiatives
  • Next Generation Market and Consumerism