Transgenerational Marketing: Evolution, Expansion, and Experience - Rajagopal - Books - Springer Nature Switzerland AG - 9783030339258 - December 3, 2019
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Transgenerational Marketing: Evolution, Expansion, and Experience 1st ed. 2020 edition

Rajagopal

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Transgenerational Marketing: Evolution, Expansion, and Experience 1st ed. 2020 edition

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.

298 pages, 14 Illustrations, black and white; XXIII, 298 p. 14 illus.

Media Books     Hardcover Book   (Book with hard spine and cover)
Released December 3, 2019
ISBN13 9783030339258
Publishers Springer Nature Switzerland AG
Pages 298
Dimensions 535 g
Language German  
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