عنوان

Transgenerational marketing :

شابک

3030339254

شابک

9783030339258

عنوان اصلي

Transgenerational marketing :

نام عام مواد

[Book]

ساير اطلاعات عنواني

evolution, expansion, and experience /

نام نخستين پديدآور

Rajagopal.

محل نشرو پخش و غیره

Cham, Switzerland :

نام ناشر، پخش کننده و غيره

Palgrave Macmillan,

تاریخ نشرو بخش و غیره

[2020]

نام خاص و کميت اثر

xxiii, 298 pages ;

ابعاد

22 cm

متن يادداشت

Includes bibliographical references and index.

متن يادداشت

Part I. Theoretical foundations. Evolution of marketing scholarship ; Transgenerational entrepreneurship -- Part II. Growth of functional perspectives. Innovation and technology generations ; Growth of supply chain management ; Decision process across marketing generations ; Development of consumer behavior ; Industrial marketing generations.

بدون عنوان

0

متن يادداشت

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.

موضوع مستند نشده

Consumer behavior.

موضوع مستند نشده

Marketing.

موضوع مستند نشده

Strategic planning.

موضوع مستند نشده

Consumer behavior.

موضوع مستند نشده

Marketing.

موضوع مستند نشده

Strategic planning.

شماره

ويراست

شماره رده

نشانه اثر

مستند نام اشخاص تاييد نشده

Rajagopal,1957-

تاريخ عمليات

20200823094522.0

قواعد فهرست نويسي ( بخش توصيفي )

rda

نام الکترونيکي

نوع ماده

[Book]

تكميل شده

Y