Strategic framework to analyze critical success factors of marketing 4.0 operations: evidence from an emerging economy

Critical success factors

Marketing 4.0

Digital transformation

Fuzzy-DEMATEL

2026

S. K. Vishnoi ,

S. Sharma ,

S. Mathur ,

N. Virmani ,

R. K. Singh ,

Bernadett KÖLES

2026, International Journal of Innovation Science, 18(3), pp.803–833

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