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Agile Marketing, Agile Budgeting

In: Agile Marketing Performance Management

Author

Listed:
  • Sascha Stürze

    (Analyx GmbH)

  • Markus Hoyer

    (Analyx GmbH)

  • Claudio Righetti

    (Analyx GmbH)

  • Matthias Rasztar

    (Dr. August Oetker Nahrungsmittel KG)

Abstract

In a constantly dynamically changing environment, even the most advanced optimisation models can only take full effect if they are regularly applied and updated, and also provided this takes place within the framework of an institutionalised process.

Suggested Citation

  • Sascha Stürze & Markus Hoyer & Claudio Righetti & Matthias Rasztar, 2022. "Agile Marketing, Agile Budgeting," Management for Professionals, in: Agile Marketing Performance Management, chapter 9, pages 81-89, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-658-38053-3_9
    DOI: 10.1007/978-3-658-38053-3_9
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