Strategic Agility in Marketing : Concepts, Methods, and Organizational Impact

• Main Authors: Kröger, Jens (Author), Marx, Stefanie (Author)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer, 2025.
• Edition: 1st ed. 2025.
• Series: Future of Business and Finance
• Subjects: Marketing.; Marketing research.; Business intelligence.; Communication in organizations.; elektronické knihy; electronic books
• ISBN: 9783658475109; 9783658475093
• ISSN: 2662-2475
• Physical Description: 1 online zdroj

This book offers a comprehensive guide to establishing marketing organizations and teams based on Agile principles. By emphasizing a customer-centric mindset, flexible structures, cross-functional collaboration, and continuous success measurement, agility empowers marketing teams to strengthen custo...