Transgenerational marketing: evolution, expansion, and experience
Auteur :
Rajagopal
Éditeur :
Springer Nature Switzerland AG
ISBN :
9783030339289
Date de publication :
3 déc. 2020
Dimensions :
21,0 x 14,8 cm
Langue :
Anglais
Pays d'origine :
Suisse
This book critically examines the evolution of marketing scholarship over generations from Marketing 1.0 to 4.0. 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.