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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| Main Authors: | , , , , |
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| 格式: | text |
| 語言: | English |
| 出版: |
Institutional Knowledge at Singapore Management University
2021
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| 主題: | |
| 在線閱讀: | 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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| 機構: | Singapore Management University |
| 語言: | English |