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

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...

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Bibliographic Details
Main Authors Kröger, Jens (Author), Marx, Stefanie (Author)
Format Electronic eBook
LanguageEnglish
Published Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer, 2025.
Edition1st ed. 2025.
SeriesFuture of Business and Finance
Subjects
Marketing.
Marketing research.
Business intelligence.
Communication in organizations.
elektronické knihy
electronic books
Online AccessFull text
ISBN9783658475109
9783658475093
ISSN2662-2475
Physical Description1 online zdroj

Cover

Table of Contents:
  • Challenges of a New Era
  • Successful Companies of Tomorrow
  • Focus on Customers
  • Marketing in Transition
  • Agile Marketing: Values, Principles and the Right Mindset
  • The Three Levels of Action of Marketing
  • Methods and Tools
  • Implementation - The First Steps
  • Conclusion.

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