52:, are then made at speed, and quick plausible delivery favored over slower options. Implementation and effectiveness are then monitored and further marketing decisions made as necessary, in an iterative fashion. Marketing agility is customer focused, and has shown benefit in
38:, and marketing decisions; marketing decisions are performed in an agile manner, using principles from the Manifesto for Agile Software Development. Marketing Agility was named a research priority for 2020-2022 by the
264:"Marketing agility in volatile, uncertain, complex and ambiguous (VUCA) contexts: a systematic literature review and future research agenda"
138:"Marketing agility in volatile, uncertain, complex and ambiguous (VUCA) contexts: a systematic literature review and future research agenda"
104:"Marketing agility in volatile, uncertain, complex and ambiguous (VUCA) contexts: a systematic literature review and future research agenda"
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Accardi-Petersen, M. (2012). Agile marketing. Apress.
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243:. 2020
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