Long live the marketing mix. Testing the effectiveness of the commercial marketing mix in a social marketing context
Sign Up to like & getrecommendations! Published in 2020 at "Journal of Social Marketing"
DOI: 10.1108/jsocm-10-2018-0122
Abstract: 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 additional Ps and develop new concepts to replace the… read more here.
Keywords: marketing; commercial marketing; social marketing; effectiveness commercial ... See more keywords