Overview
- 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
Access this book
Tax calculation will be finalised at checkout
Other ways to access
About this book
Similar content being viewed by others
Keywords
Table of contents (10 chapters)
-
Theoretical Foundations
-
Growth of Functional Perspectives
-
Global Transformations
Authors and Affiliations
About the author
Bibliographic Information
Book Title: Transgenerational Marketing
Book Subtitle: Evolution, Expansion, and Experience
Authors: Rajagopal
DOI: https://doi.org/10.1007/978-3-030-33926-5
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Switzerland AG, part of Springer Nature 2020
Hardcover ISBN: 978-3-030-33925-8Published: 03 December 2019
Softcover ISBN: 978-3-030-33928-9Published: 03 December 2020
eBook ISBN: 978-3-030-33926-5Published: 20 November 2019
Edition Number: 1
Number of Pages: XXIII, 298
Number of Illustrations: 14 b/w illustrations
Topics: Marketing, Innovation/Technology Management, Emerging Markets/Globalization