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...

“…Rajagopal is one of those rare breeds in academics in Marketing and Strategy area who has published regularly on contemporary themes. Marketing today has undergone a significant change largely due to the interplay of three forces- technology, globalization, and changing demographics. Never...

Part-I:The Convergence -- Chapter 1:Consumer Dynamics -- Chapter 2:Social Media and Markets -- Chapter 3:Relationship Strategy -- Part-II:The Shift -- Chapter 4:Neurobehavioral Perspectives -- Chapter 5:Rethinking Marketing -- Chapter 6:The Agile Mind-set -- Part-III:Window to the Future --...

Part I Understanding Market Competition -- 1. Managing Brands in Competitive Marketplaces -- 2. Branding Decisions -- 3. Brand Positioning and Value Creation -- Part II Managing Brands -- 4. Branding Strategy -- 5. Brand Portfolio Management -- 6. New Trends in Brand Management -- 7. Branding in...