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Author:   Rajagopal
Publisher:   Springer Nature Switzerland AG
Imprint:   Springer Nature Switzerland AG
Edition:   1st ed. 2020
Weight:   0.549kg
ISBN:  

9783030339258

ISBN 10:   3030339254
Pages:   298
Publication Date:   03 December 2019
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   Manufactured on demand  
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Table of Contents

About the Author Acknowledgements Preface Section I: Theoretical Foundations Chapter 1        Evolution of Marketing Scholarship Chapter 2        Transgenerational entrepreneurship Section II:     Growth of Functional Perspectives   Chapter 3        Generations of Innovation and Technology Chapter 4        Growth of Supply Chain Management Chapter 5        Evolution of Decision making in Marketing Chapter 6        Development of Consumer Behavior Chapter 7        Industrial Marketing across Generations Section III:     Global Transformations Chapter 8        Shifts in Market Competition Chapter 9        Business Diplomacy and Corporate Social Initiatives Chapter 10      Next Generation Market and Consumerism Index Terms​

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Author Information

​Rajagopal is Professor of Marketing at EGADE Business School, Technologic de Monterrey, Santa Fe Campus, Mexico and Life Fellow of the Royal Society for Encouragement of Arts, Manufacture and Commerce, UK. He is also Visiting Professor at Metropolitan College, Boston University, USA. He has to his credit 58 books on marketing management and rural development themes, and over 400 research contributions that include published research papers in national and international refereed journals.

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