Marketing agility: The concept, antecedents, and a research agenda

Marketing agility: The concept, antecedents, and a research agenda

Changes in the way customers shop, accompanied by an explosion of customer touchpoints and fast-changing competitive and technological dynamics, have led to an increased emphasis on agile marketing. The objective of this article is to conceptualize and investigate the emerging concept of marketing a...

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Bibliographic Details
Main Authors: KALAIGNANAM, Kartik, TULI, Kapil R., KUSHWAHA, Tarun, LEE, Leonard, GAL, David T
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2021
Subjects:
Agile marketing
Experimentation
Iteration
Marketing agility
Sensemaking
Speed
Marketing
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/6992
https://ink.library.smu.edu.sg/context/lkcsb_research/article/7991/viewcontent/JM_2021.pdf
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Institution: Singapore Management University
Language: English

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https://ink.library.smu.edu.sg/lkcsb_research/6992
https://ink.library.smu.edu.sg/context/lkcsb_research/article/7991/viewcontent/JM_2021.pdf

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