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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| المؤلفون الرئيسيون: | , , , , |
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| التنسيق: | text |
| اللغة: | English |
| منشور في: |
Institutional Knowledge at Singapore Management University
2021
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| الموضوعات: | |
| الوصول للمادة أونلاين: | 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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