Transgenerational Marketing
Rajagopal
Springer Nature Switzerland AG, 2019
172,25 €On orderDelivery: 2-3 weeks
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.
- ISBN-13
- 9783030339258
- ISBN-10
- 3030339254
- Publisher
- Springer Nature Switzerland AG
- Year
- 2019
- Publication date
- 2019-12-03
- Pages
- 298
- Dimensions
- 156x220x23
- Weight
- 518