Evolution of Marketing Scholarship

  • RajagopalEmail author


This chapter discusses the evolution of marketing scholarship over the years. The discussion in this chapter spans across the marketing paradigms that are influenced by the marketing scholarship over the years. Marketing has evolved through four stages: 1.0, 2.0, 3.0, and 4.0, which focus on market competition, innovation and design to market paradigms, stakeholder values, and digital experiences. Marketing scholarship today has moved out of Marketing 1.0 phase of conventional marketing. This chapter discusses the attributes of transgenerational shifts of the marketing scholarship and their impact on marketing over time and space from niche to global markets.


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Copyright information

© The Author(s) 2020

Authors and Affiliations

  1. 1.EGADE Business SchoolTecnológico de MonterreyMexico CityMexico
  2. 2.Metropolitan CollegeBoston UniversityBostonUSA

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