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...
Saved in:
| Main Authors: | , , , , |
|---|---|
| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2021
|
| Subjects: | |
| 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 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Singapore Management University |
| Language: | English |