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

• المؤلفون الرئيسيون: KALAIGNANAM, Kartik, TULI, Kapil R., KUSHWAHA, Tarun, LEE, Leonard, GAL, David T
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 2021
• الموضوعات: Agile marketing; Experimentation; Iteration; Marketing agility; Sensemaking; Speed; Marketing
• 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
• المؤسسة: Singapore Management University

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...