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Keywords: Marketing mix
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Journal Articles
Journal:
Management Matters
Management Matters 1–17.
Published: 19 June 2026
...Ajay Poudyal; Shailendra Kumar; Sanghamitra Choudhury Purpose The present study aims to make these three contributions. First, it reconceptualizes the traditional marketing mix by discussing how artificial intelligence (AI) has changed it from static framework into more dynamic and data-driven...
