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Transgenerational Marketing

Transgenerational Marketing

Rajagopal

195,45 €
IVA incluido
Disponible
Editorial:
Springer Nature B.V.
Año de edición:
2020
Materia
Ventas y marketing
ISBN:
9783030339289
195,45 €
IVA incluido
Disponible

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Sobre IBD

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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