Transgenerational Marketing: Evolution, Expansion, and Experience
English | EPUB | 2020 | 312 Pages | ISBN : 3030339254 | 3.35 MB
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.