Transgenerational Marketing: Evolution Expansion, and Experience
Rajagopal

Informasi Umum

Kode

20.21.1488

Klasifikasi

658.8 - Marketing management, Management of distribution, Marketing goods, Marketing services, merchandising

Jenis

Buku - Elektronik (E-Book)

Subjek

Marketing

No. Rak

Tel-U Gedung Manterawu Lantai 5 : Rak 21
Tel-U Purwokerto : Rak 8

Dilihat

78 kali

Informasi Lainnya

Abstraksi

This book critically examines the evolution of marketing scholarship from Marketing 1.0 to 4.0 over generations. Beyond the marketing scholarship, many causes and effects have grown along with the transgenerational marketing paradigms. This book discusses the generational growth of marketing scholarship, transgenerational entrepreneurship, innovation and technology generations, growth of supply chain management, decision dimensions across marketing generations, development of consumer behavior, industrial marketing generations, growth of market competition, business diplomacy and corporate social initiatives, and the next generation marketing constituting planning and payback.

This book is divided into ten chapters; and discussions in each chapter are supported by applied examples. Chapter 1 discusses the evolution of marketing scholarship over the years. The discussion in this chapter spans across the marketing paradigms that are infuenced 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. Chapter 2 is based on the postulates that evolution of business models from family business to small and medium frms, and niche enterprises to global companies. This chapter examines three main dimensions of entrepreneurial growth comprising frms’ entrepreneurial orientation, psychosocial attributes, and cultural contexts that affect fnancial, market, and social performance of the companies.

Koleksi & Sirkulasi

Tersedia 1 dari total 1 Koleksi

Pengarang

Nama	Rajagopal
Jenis	Perorangan
Penyunting
Penerjemah

Penerbit

Nama	Springer
Kota	Switzerland
Tahun	2020

Sirkulasi

Harga sewa	IDR 0,00
Denda harian	IDR 0,00
Jenis	Non-Sirkulasi

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