| 书目名称 | Transgenerational Marketing |
| 副标题 | Evolution, Expansion |
| 编辑 | Rajagopal |
| 视频video | |
| 概述 | Reviews the schools of thought on marketing and marketing scholarship built in context of changing decision dynamics.Analyzes the strategic and tactical stewardship of firms in business for sustainabl |
| 图书封面 |  |
| 描述 | 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.. |
| 出版日期 | Book 2020 |
| 关键词 | Marketing History; marketing Strategy; Business Modelling; Consumer Behavior; Entrepreneurial Orientatio |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-030-33926-5 |
| isbn_softcover | 978-3-030-33928-9 |
| isbn_ebook | 978-3-030-33926-5 |
| copyright | The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Switzerl |
发表于 2025-3-21 16:34:22
