Transgenerational Marketing: Evolution, Expansion, and Experience - Rajagopal - Books - Springer Nature Switzerland AG - 9783030339289 - December 3, 2020
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Rajagopal
Transgenerational Marketing: Evolution, Expansion, and Experience 2020 edition

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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     Paperback Book   (Book with soft cover and glued back)
Released December 3, 2020
ISBN13 9783030339289
Publishers Springer Nature Switzerland AG
Pages 298
Dimensions 150 × 220 × 10 mm   ·   426 g
Language German  
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