Authors:
- Reviews the schools of thought on marketing and marketing scholarship built in context of changing decision dynamics
- Analyzes the strategic and tactical stewardship of firms in business for sustainable growth in the global marketplace across generations
- Discusses new generation strategies suitable for the companies to grow business in the emerging markets and co-create strategies in association with the market players and consumers
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Table of contents (10 chapters)
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Front Matter
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Theoretical Foundations
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Front Matter
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Growth of Functional Perspectives
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Front Matter
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Global Transformations
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Front Matter
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Back Matter
About this book
Authors and Affiliations
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EGADE Business School, Tecnológico de Monterrey, Mexico City, Mexico
Rajagopal
About the author
Bibliographic Information
Book Title: Transgenerational Marketing
Book Subtitle: Evolution, Expansion, and Experience
Authors: Rajagopal
DOI: https://doi.org/10.1007/978-3-030-33926-5
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Switzerland AG, part of Springer Nature 2020
Hardcover ISBN: 978-3-030-33925-8Published: 03 December 2019
Softcover ISBN: 978-3-030-33928-9Published: 03 December 2020
eBook ISBN: 978-3-030-33926-5Published: 20 November 2019
Edition Number: 1
Number of Pages: XXIII, 298
Number of Illustrations: 14 b/w illustrations
Topics: Marketing, Innovation/Technology Management, Emerging Markets/Globalization