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October 11, 2022Journal of Strategic Marketing

Why is the traditional marketing mix dead? Towards the “experiential marketing mix” (7E), a strategic framework for business experience design in the phygital age

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WBWided BatatUniversité Claude Bernard Lyon 1

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Wided Batat (2022) studied this question.

synapsesocial.com/papers/6a95a4dab008990063cefa73https://doi.org/10.1080/0965254x.2022.2129745
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