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The Use of Augmented Reality in the Marketing Mix of Physical Products

The chapter explores current practices regarding the use of AR in the marketing mix of physical products and the implications for the future. Authors identify common aspects and recommend future studies and practices. Twenty cases of physical products using AR as part of their marketing mix were identified and analysed. The EPI Cube framework and its contextualization in the customer experience was used as a theoretical model for guiding the analysis. Findings are presented and implications for theory and practice are discussed.