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. This Journal of Marketing article investigates the emerging practice of marketing agility. Leveraging a review of the academic literature and in-depth interviews with practicing marketers, it reviews the essential features of marketing agility, when it can help and hurt, and technology, organizational, leadership, team, and employee factors that improve or interfere with its execution in organizations.
Full Journal of Marketing article: https://doi.org/10.1177%2F0022242920952760
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