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
For business applications, professional whitepapers focus on planning and ROI: If you are writing a thesis or conducting
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 marketing evolution