Long live the marketing mix. Testing the effectiveness of the commercial marketing mix in a social marketing context
作者： Ville Lahtinen , Timo Dietrich , Sharyn Rundle-Thiele
DOI: 10.1108/JSOCM-10-2018-0122
关键词:
摘要: Purpose The marketing mix has been extensively criticised by scholars and practitioners, which has led marketing scholars to redefine the original 4P concept, expand the 4Ps with …
sci-hub.st 参考文章(37)
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