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Handbook of Advances in Marketing in an Era of Disruptions : Essays in Honour of Jagdish N. Sheth

Author :  Atul Parvatiyar (Ed)

Product Details

Country
India
Publisher
Sage Publications India Pvt Ltd., New Delhi
ISBN 9789352809585
Format HardBound
Language English
Year of Publication 2019
Bib. Info xxxix, 650p.; 23 cm.
Product Weight 1160 gms.
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Product Description

We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality.

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