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Keywords: Promotion
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Journal Articles
Journal:
Journal of Social Marketing
Journal of Social Marketing (2020) 10 (3): 357–375.
Published: 22 September 2020
.... However, there is very limited empirical testing assessing the effectiveness of the original marketing mix (4Ps). Design/methodology/approach This research applies a field experiment to assess whether the application of a full marketing mix (4P) is more effective than a promotion only campaign (1P...
