I am really struggling with finding a framework for my literature review on marketing or advertising. A lot of what I see has strategy, but not a lot on a framework that is used to make decisions and measure effectiveness of marketing. looking At aCommunication Marketing Mix/Promotion Mix would break down the different areas, but I was told it is not a good framework for my problem. Any ideas on other marketing frameworks theoretical or conceptional?
I am just looking for some new leads that I can start looking at articles and dissertations that might use it already.
You have the answer. You the power of research to check out theses and dissertation that have done that on RG and/or Google scholar. Definitely, it will be a good lead. Take note of the need to add value.
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