Transgenerational Marketing

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.

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

Autorentext
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.

Inhalt
Section I: Theoretical Foundations.- Chapter 1. Evolution of Marketing Scholarship.- Chapter 2. Transgenerational entrepreneurship.- Section II: Growth of Functional Perspectives.- Chapter 3. Generations of Innovation and Technology.- Chapter 4. Growth of Supply Chain Management.- Chapter 5. Evolution of Decision making in Marketing.- Chapter 6. Development of Consumer Behavior.- Chapter 7. Industrial Marketing across Generations.- Section III: Global Transformations.- Chapter 8. Shifts in Market Competition.- Chapter 9. Business Diplomacy and Corporate Social Initiatives.- Chapter 10. Next Generation Market and Consumerism.- Index Terms