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

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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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  Data: An Investigation into the Evolution of Marketing-Mix Effectiveness: An Empirics-First Approach.
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  Data: <searchLink fieldCode="AR" term="%22Gielens%2C+Katrijn%22">Gielens, Katrijn</searchLink> (AUTHOR)<i> k.gielens@tilburguniversity.edu</i><br /><searchLink fieldCode="AR" term="%22Steenkamp%2C+Jan-Benedict+E%2EM%2E%22">Steenkamp, Jan-Benedict E.M.</searchLink> (AUTHOR)
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  Data: <searchLink fieldCode="JN" term="%22Journal+of+Marketing%22">Journal of Marketing</searchLink>. Jul2026, Vol. 90 Issue 4, p165-191. 27p.
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        Value: 10.1177/00222429251412261
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        Text: English
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        PageCount: 27
        StartPage: 165
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      – TitleFull: An Investigation into the Evolution of Marketing-Mix Effectiveness: An Empirics-First Approach.
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              Text: Jul2026
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              Y: 2026
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