Why is the traditional marketing mix dead? : towards the "experiential marketing mix" (7E), a strategic framework for business experience design in the phygital age
Wided Batat
| Year of publication: |
2024
|
|---|---|
| Authors: | Batat, Wided |
| Published in: |
Journal of strategic marketing. - London : Routledge, ISSN 1466-4488, ZDB-ID 2020800-5. - Vol. 32.2024, 2, p. 101-113
|
| Subject: | consumer-centric logic | experience | holistic perspective | marketing mix | phygital | The experiential marketing mix (7es) |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/0965254X.2022.2129745 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014553127