Transgenerational Marketing : Evolution, Expansion, and Experience

by Rajagopal

Section I: Theoretical Foundations -- Chapter 1. Evolution of Marketing Scholarship -- Chapter 2. Transgenerational entrepreneurship -- Section II: Growth of Functional Perspectives -- Chapter 3. Generations of Innovation and Technology -- Chapter 4. Growth of Supply Chain Management -- Chapter 5. Evolution of Decision making in Marketing -- Chapter 6. Development of Consumer Behavior -- Chapter 7. Industrial Marketing across Generations -- Section III: Global Transformations -- Chapter 8. Shifts in Market Competition -- Chapter 9. Business Diplomacy and Corporate Social Initiatives -- Chapter 10. Next Generation Market and Consumerism -- Index Terms

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Year of publication:	2020 ; 1st ed. 2020
Authors:	Rajagopal
Publisher:	Cham : Palgrave Macmillan
Subject:	Marketing \| Marketingmanagement \| Marketing management

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Extent:	1 Online-Ressource (XXIII, 298 p. 14 illus)
Series:	Springer eBooks / Business and Management
Type of publication:	Book / Working Paper
Language:	English
ISBN:	978-3-030-33926-5 ; 978-3-030-33925-8
Other identifiers:	10.1007/978-3-030-33926-5 [DOI]
Classification:	Marketing
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10012398984