Agile marketing,[1] often termed marketing agility or international marketing agility,[2] comprises sensemaking, speed, iteration, and marketing decisions;[3] marketing decisions are performed in an agile manner, using principles from the Manifesto for Agile Software Development.[4] Marketing Agility was named a research priority for 2020-2022 by the Marketing Science Institute.[5]
Sensemaking, or sense-and-respond in some studies,[2] is identifying opportunities or threats in the market. Marketing decisions, for example the marketing mix, 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 VUCA environments,[6] including in deep uncertainty.[7]
See also
editReferences
edit- ^ Accardi-Petersen, M. (2012). Agile marketing. Apress.
- ^ a b Eckstein, Gary; Shrestha, Anup; Sassenberg, Anne-Marie; Dwivedi, Yogesh K. (2023). "Marketing agility in volatile, uncertain, complex and ambiguous (VUCA) contexts: a systematic literature review and future research agenda". Management Review Quarterly. doi:10.1007/s11301-023-00382-0. Retrieved 3 April 2024.
- ^ Kalaignanam, Kartik; Tuli, Kapil R.; Kushwaha, Tarun; Lee, Leonard; Gal, David (2021). "Marketing Agility: The Concept, Antecedents, and a Research Agenda". Journal of Marketing. doi:10.1177/0022242920952760. Retrieved 9 April 2024.
- ^ Kent Beck; James Grenning; Robert C. Martin; Mike Beedle; Jim Highsmith; Steve Mellor; Arie van Bennekum; Andrew Hunt; Ken Schwaber; Alistair Cockburn; Ron Jeffries; Jeff Sutherland; Ward Cunningham; Jon Kern; Dave Thomas; Martin Fowler; Brian Marick (2001). "Principles behind the Agile Manifesto". Agile Alliance. Retrieved 8 April 2024.
- ^ "MSI Announces 2020-22 Research Priorities". 2020. Retrieved 9 April 2024.
- ^ Khan, Huda (2020). "Is marketing agility important for emerging market firms in advanced markets?". International Business Review. doi:10.1016/j.ibusrev.2020.101733. Retrieved 9 April 2024.
- ^ Moi, Ludovica; Cabiddu, Francesca (2022). "Navigating a global pandemic crisis through marketing agility: evidence from Italian B2B firms". Journal of Business & Industrial Marketing. 37 (10): 2022–2035. doi:10.1108/jbim-01-2021-0034. hdl:11584/345179. Retrieved 3 April 2024.
Further reading
editAsseraf, Y.; Lages, L.F.; Shoham, A. (2019). "Assessing the drivers and impact of international marketing agility". International Marketing Review. 36 (2): 289–315. doi:10.1108/IMR-12-2017-0267. Retrieved 3 April 2024.
Eckstein, Gary; Shrestha, Anup; Russo, Fiona (2024). "Marketing agility during deep uncertainty using a sensemaking perspective: the performance influence of digitization and government intervention in retail healthcare". Asia Pacific Journal of Marketing and Logistics. doi:10.1108/APJML-07-2024-0991. Retrieved 10 November 2024.
Thoumrungroje, Amonrat; Racela, Olimpia C. (2022). "Linking SME international marketing agility to new technology adoption". International Small Business Journal. 40 (7): 801–822. doi:10.1177/02662426211054651. Retrieved 9 April 2024.
Weng, C.C.; Liu, M.J.; Ye, D.D.; Huang, J.; Liu, P.C.Y. (2024). "Platform success in the international marketplace: reconfiguring digital resources for marketing agility". International Marketing Review. doi:10.1108/IMR-08-2023-0199. Retrieved 9 April 2024.