If you are writing a thesis or conducting a study, several recent papers trace the shift from traditional to digital-centric paradigms:
Papers on platforms like Ideas RePEc and SSRN analyze the "attention economy" and the application of "Marketing 4.0" in modern business environments. marketing evolution
A Marketing Evolution whitepaper details how "Not All Impressions Are Created Equal," moving beyond traditional media planning to more sophisticated impact-based models. If you are writing a thesis or conducting
A recent study on ResearchGate explores how marketers must adapt to "hybrid AI-based decision-making systems" and tech-savvy consumers in the Web 3.0 era. marketing evolution
For business applications, professional whitepapers focus on planning and ROI: