If you are writing a thesis or conducting a study, several recent papers trace the shift from traditional to digital-centric paradigms:
A Marketing Evolution whitepaper details how "Not All Impressions Are Created Equal," moving beyond traditional media planning to more sophisticated impact-based models. marketing evolution
The Pink Paper by Inspired Thinking Group provides a high-level summary of a decade's worth of changes in the industry. 3. Framework for a "Marketing Evolution" Paper If you are writing a thesis or conducting
This ScienceDirect article conducts a data-driven review of how the marketing discipline has evolved over the last decade. 2. Industry Whitepapers marketing evolution
For business applications, professional whitepapers focus on planning and ROI:
Papers on platforms like Ideas RePEc and SSRN analyze the "attention economy" and the application of "Marketing 4.0" in modern business environments.