Konhäusner, Peter; Shang, Bing; Dabija, Dan Cristian - In: Journal of risk and financial management : JRFM 14 (2021) 2/49, pp. 1-19
perspectives. We therefore approach the marketing mix adaptability of online crowdfunding platforms and its impact on campaign …, we performed an in-depth analysis of the 4E marketing mix benefits on crowdfunding, highlighting best practice approaches …. We critically discuss the 4Es marketing mix approach, focusing on experience, value exchange, and marketing scales, and …