Transgenerational marketing : evolution, expansion, and experience /

Bibliographic Details
Main Author:	Rajagopal, 1957- (Author)
Corporate Author:	ProQuest (Firm)
Format:	eBook
Language:	English
Published:	Cham, Switzerland : Palgrave Macmillan, [2020]
Subjects:	Marketing. Strategic planning. Consumer behavior. Electronic books.
Online Access:	Connect to the full text of this electronic book

Table of Contents:

Part I. Theoretical foundations. Evolution of marketing scholarship ; Transgenerational entrepreneurship
Part II. Growth of functional perspectives. Innovation and technology generations ; Growth of supply chain management ; Decision process across marketing generations ; Development of consumer behavior ; Industrial marketing generations.