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Transgenerational Marketing

Evolution, Expansion, and Experience

Authors: Rajagopal

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  • 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 sustainable growth in the global marketplace across generations
  • Discusses new generation strategies suitable for the companies to grow business in the emerging markets and co-create strategies in association with the market players and consumers
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eBook 83,29 €
price for Spain (gross)
  • ISBN 978-3-030-33926-5
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 103,99 €
price for Spain (gross)
  • ISBN 978-3-030-33925-8
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
About this book

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.

About the authors

​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.

Table of contents (10 chapters)

Table of contents (10 chapters)

Buy this book

eBook 83,29 €
price for Spain (gross)
  • ISBN 978-3-030-33926-5
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 103,99 €
price for Spain (gross)
  • ISBN 978-3-030-33925-8
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
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Bibliographic Information

Bibliographic Information
Book Title
Transgenerational Marketing
Book Subtitle
Evolution, Expansion, and Experience
Authors
Copyright
2020
Publisher
Palgrave Macmillan
Copyright Holder
The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Switzerland AG, part of Springer Nature
eBook ISBN
978-3-030-33926-5
DOI
10.1007/978-3-030-33926-5
Hardcover ISBN
978-3-030-33925-8
Edition Number
1
Number of Pages
XXIII, 298
Number of Illustrations
14 b/w illustrations
Topics