Téléchargez le livre : Transgenerational Marketing

Transgenerational Marketing

Evolution, Expansion, and Experience de

Éditeur :

Palgrave Macmillan


Paru le : 2019-11-20

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Description
This book critically examines the evolution of marketing scholarship over generations from Marketing 1.0 to 4.0. It argues that most firms look to gain competitive advantage in the marketplace by driving tactical moves, inculcating small cost-effective changes in marketing approaches. Often, strategic choices of companies lean towards developing competitive differentiations that enable consumers to realize the value of money, causing loyalty shifts in the competitive marketplace. The book focuses on the consumer as the pivot of marketing and argues that the consumer serves as a bidirectional channel during pre-and post-purchase period. It explains how consumer affections sentimentally and emotionally help in growing the brands and companies over generations. This book significantly contributes to the existing literature and serves as a learning post and a think tank for students, researchers, and business managers.
Pages
298 pages
Collection
n.c
Parution
2019-11-20
Marque
Palgrave Macmillan
EAN papier
9783030339258
EAN PDF
9783030339265
Informations sur l'ebook
Nombre pages copiables
2
Nombre pages imprimables
29
Taille du fichier
3881 Ko
Prix
147,69 €
EAN EPUB
9783030339265
Informations sur l'ebook
Nombre pages copiables
2
Nombre pages imprimables
29
Taille du fichier
3185 Ko
Prix
147,69 €

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