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Transgenerational Marketing

By  Rajagopal

Usually dispatched within 3 - 5 business days.

In Stock (342)

£ 143.99

Description

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.