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Decision Process Across Marketing Generations

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Transgenerational Marketing

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Abstract

This chapter discusses the journey of companies in making marketing decisions across the generations of marketing scholarships. An effective marketing-mix actively pushes the innovative and unfamiliar brands in the market by making clear passages through the competition to serve the target markets. Marketers had been aggressive to launch innovation-led products as effective consumer solutions in linking elements of marketing-mix. This chapter discusses the journey of companies in making marketing decisions across the generations of marketing scholarships. This chapter argues how the advanced marketing-mix comprising product, price, place, promotions, packaging, pace, people, performance, psychodynamics, posture, and proliferations affects decision-making process of managers at various levels of manufacturing and marketing companies. This chapter serves as the core discussion center of the book in the context of evolution of marketing scholarship over generations.

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Authors and Affiliations

  1. EGADE Business School, Tecnológico de Monterrey, Mexico City, Mexico

    Rajagopal

  2. Metropolitan College, Boston University, Boston, MA, USA

    Rajagopal

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Correspondence to Rajagopal .

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Rajagopal (2020). Decision Process Across Marketing Generations. In: Transgenerational Marketing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-33926-5_5

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