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This research proposes Hybrid Marketing Science to bridge gaps in measurability and consumer behavior understanding.
The evolution of digital and traditional marketing has created a gap between real-time measurable consumer behavior and human-centered experiences. Traditional marketing provides personal interaction and trust but lacks real-time measurement,whereas digital marketing offers precise targeting and analytics but lacks behavioral and cultural depth. This research proposes Hybrid Marketing Science to bridge this gap, focusing on measurability, repeatability, and scientific analysis.
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Marwen Ayadi (2026) studied this question.
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