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An Investigation into the Evolution of Marketing-Mix Effectiveness: An Empirics-First Approach.

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Bibliographic Details
Title: An Investigation into the Evolution of Marketing-Mix Effectiveness: An Empirics-First Approach.
Authors: Gielens, Katrijn (AUTHOR) k.gielens@tilburguniversity.edu, Steenkamp, Jan-Benedict E.M. (AUTHOR)
Source: Journal of Marketing. Jul2026, Vol. 90 Issue 4, p165-191. 27p.
Database: Business Source Ultimate
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ISSN:00222429
DOI:10.1177/00222429251412261