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Palgrave Macmillan

Transgenerational Marketing

Evolution, Expansion, and Experience

  • Book
  • © 2020

Overview

Authors:
  1. Rajagopal

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

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  • 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)

  1. Front Matter

    Pages i-xxiii
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  2. Theoretical Foundations

    1. Front Matter

      Pages 1-1
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    2. Evolution of Marketing Scholarship

      • Rajagopal
      Pages 3-34

    3. Transgenerational Entrepreneurship

      • Rajagopal
      Pages 35-68

  3. Growth of Functional Perspectives

    1. Front Matter

      Pages 69-69
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    2. Innovation and Technology Generations

      • Rajagopal
      Pages 71-101

    3. Growth of Supply Chain Management

      • Rajagopal
      Pages 103-130

    4. Decision Process Across Marketing Generations

      • Rajagopal
      Pages 131-162

    5. Development of Consumer Behavior

      • Rajagopal
      Pages 163-194

    6. Industrial Marketing Generations

      • Rajagopal
      Pages 195-223

  4. Global Transformations

    1. Front Matter

      Pages 225-225
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    2. Market Competition Across Generations

      • Rajagopal
      Pages 227-253

    3. Business Diplomacy and Corporate Social Initiatives

      • Rajagopal
      Pages 255-276

    4. Next Generation Market and Consumerism

      • Rajagopal
      Pages 277-291

  5. Back Matter

    Pages 293-298
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Keywords

About this book

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.

Authors and Affiliations

  • EGADE Business School, Tecnológico de Monterrey, Mexico City, Mexico

    Rajagopal

About the author

​Rajagopal is Professor of Marketing at EGADE Business School, Technologic de Monterrey, Santa Fe Campus, Mexico and Life Fellow of the Royal Society for Encouragement of Arts, Manufacture and Commerce, UK. He is also Visiting Professor at Metropolitan College, Boston University, USA. He has to his credit 58 books on marketing management and rural development themes, and over 400 research contributions that include published research papers in national and international refereed journals.

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

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