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Evolution of Marketing Scholarship

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Abstract

This chapter discusses the evolution of marketing scholarship over the years. The discussion in this chapter spans across the marketing paradigms that are influenced by the marketing scholarship over the years. Marketing has evolved through four stages: 1.0, 2.0, 3.0, and 4.0, which focus on market competition, innovation and design to market paradigms, stakeholder values, and digital experiences. Marketing scholarship today has moved out of Marketing 1.0 phase of conventional marketing. This chapter discusses the attributes of transgenerational shifts of the marketing scholarship and their impact on marketing over time and space from niche to global markets.

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Authors and Affiliations

  1. EGADE Business School, Tecnológico de Monterrey, Mexico City, Mexico

    Rajagopal

  2. Metropolitan College, Boston University, Boston, MA, USA

    Rajagopal

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Rajagopal (2020). Evolution of Marketing Scholarship. In: Transgenerational Marketing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-33926-5_1

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