Introducing 5Es marketing-mix: A new framework for effective marketing in the digital age.
By Sulaj, K., & Pfoertsch, W.
Sulaj, K., & Pfoertsch, W. (2024). Introducing 5Es marketing-mix: A new framework for effective marketing in the digital age. Academy of Strategic Management Journal, 23(2), 1–15.
In this scholarly article, the authors propose an evolution of traditional marketing models, introducing the "5Es": Experience, Exchange, Everyplace, Evangelism, and Engagement. The research argues that traditional frameworks are too product-centric for the modern digital era, which demands a focus on customer experience. Through a review of literature, the authors demonstrate how the 5Es better account for the interconnectedness of digital platforms. This peer-reviewed source is critical for academic researchers.