Role of Agile Marketing in the Present Era

Leading digital transformation through an Agile Marketing Capability: the case of Spotahome

“…To date, scholars have paid little attention to how marketing efforts explicitly adapt to changing environments. Researchers have analyzed adaptive marketing capabilities (Day 2011;Guo et al 2018;Moorman and Day 2016), while from a practical perspective there is increasing attention toward Agile Marketing approaches (Accardi-Petersen 2011; Gera et al 2019;Poolton et al 2006;van den Driest and Weed 2014). The conceptualization of the Agile Marketing Capability embraces a wider theoretical view, and proposes a capability that is more aligned with a highly competitive, international marketplace (Guo et al 2018;Vaillant and Lafuente 2019).…”

“…This new marketing approach aims to reduce the gap between the "need identified" and "learning deployed" (Miles 2013;p. 22), to design more strategic and effective responses to dynamic environments (Accardi-Petersen 2011; Gera et al 2019;Poolton et al 2006;van den Driest and Weed 2014). Agile Marketing is rooted in a string of practices designed to quickly adjust marketing strategies in response to evolving customer needs, emphasizing speed in addressing those changes, coordination between roles and departments, transparency, and greater customer engagement (Ewel 2013).…”

Brand Attachment and Agile Marketing

“…Agile marketing represents a new marketing management approach based on an array of practices aimed at solving the rigidities of traditional marketing (Accardi-Petersen, 2011;Gera et al, 2019). Sachdeva and Kumar (2022) argues that agile marketing refers to an approach to marketing, where marketing teams work together to come up with high-quality projects that will foster group efforts.…”

“…This chapter aimed to clarify to managers and practitioners how they could become more agile, improving their marketing performance in the sports fashion industry. Agile marketing represents a new marketing management approach based on an array of practices aimed at solving the rigidities of traditional marketing (Gera, Gera, & Mishra, 2019). The ways and means of agile marketing support an organisation' team to engage and be accountable for common objectives, which are oriented around consumers' demands and fine tune and optimise the operations in accordance with the change needed.…”

“…Agile marketing represents a new marketing management approach based on an array of practices aimed at solving the rigidities of traditional marketing (Gera, Gera, & Mishra, 2019). According to Moi and Cabiddu (2021), notably, agile marketing encourages a firm's teams to work together on common objectives centered around (e.g.…”