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.