Industrial Marketing Generations

  • RajagopalEmail author


This chapter is focused on discussing linear growth of industrial marketing across the marketing generations. Marketing as a discipline in general, and industrial marketing in particular, have grown over different theoretical perspectives emerging from diverse domains of organizational theory, systems thinking, economics, psychology, sociology and anthropology. Discussions in this chapter offer a platform to review growth of industrial marketing in reference to understanding organizational clients, experience sharing, technology for marketing, process of digital marketing, and digital governance. In addition, application of systems thinking in industrial marketing, and the role of macroeconomic drivers affecting technology, are also discussed in this chapter. This chapter identifies functional diversities that mark the development and advancement of industrial marketing strategies.


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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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