E-Book Overview
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.
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Rajagopal Transgenerational Marketing Evolution, Expansion, and Experience Transgenerational Marketing Rajagopal Transgenerational Marketing Evolution, Expansion, and Experience Rajagopal EGADE Business School Tecnológico de Monterrey Mexico City, Mexico Metropolitan College Boston University Boston, MA, USA ISBN 978-3-030-33925-8 ISBN 978-3-030-33926-5 (eBook) https://doi.org/10.1007/978-3-030-33926-5 © The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Switzerland AG, part of Springer Nature 2020 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. This Palgrave Macmillan imprint is published by the registered company Springer Nature Switzerland AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland To my wife Arati Preface Marketing is a dynamic science, which has evolved over the temporal and spatial dimensions involving various market players in the process, and consumers at the foundations of markets. Epistemologically, marketing scholarship has moved across several socioeconomic and technology dimensions. Broadly, the schools of thought on marketing management have evolved over the dimensions of innovation and technology, customer journey and relationship value, data analytics, marketing-finance interface, revenue growth, industry attractiveness, and consumer ecosystem. The marketing concepts have changed continuously across generation of markets, market players, and consumers. The marketing system has evolved in the global marketplace from design to resources, to design to market over the decades. The philosophy of marketing in both business-to-business and business-to-consumer