Why is the traditional marketing mix dead? Towards the 'experiential marketing mix' (7E), a strategic framework for business experience design in the phygital age

Autor:	Wided Batat
Rok vydání:	2022
Předmět:	Marketing Strategy and Management
Zdroj:	Journal of Strategic Marketing. :1-13
ISSN:	1466-4488 0965-254X
DOI:	10.1080/0965254x.2022.2129745
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::dc21de659d621287f7ab4548a768a871 https://doi.org/10.1080/0965254x.2022.2129745 Zobrazit plný text záznamu