IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-658-40037-8_8.html
   My bibliography  Save this book chapter

Agile Marketing – konsequenter Fokus auf Kundenwerte und Ergebnisse

In: Praxishandbuch B2B-Marketing

Author

Listed:
  • Martin Sinning

    (m.pulse)

Abstract

Zusammenfassung In Zeiten von VUCA ist Agilität erforderlich, damit Unternehmen anpassungsfähig bleiben und nachhaltig erfolgreich sein können. Konsequenter Kundenfokus, hohe Produktivität sowie die Bereitschaft, zu experimentieren und zu lernen, sind hierbei wichtige Schlüsselfaktoren, Agilität im Marketing ist dafür ein entscheidender Hebel. Agile Marketing ist jedoch kein weiterer Ansatz im Marketing, sondern beschreibt die langfristige Anwendung agiler Arbeitsweisen in Marketingteams, um die Arbeit einer Marketingorganisation nachhaltig zu verbessern. Agile Marketing folgt klaren Werten und Prinzipien, erfordert jedoch die Fähigkeit zur Adaption agiler Methoden und Techniken, um sie auf die spezifischen Aufgaben und Herausforderungen in der eigenen Marketingorganisation auszurichten. Flexible Frameworks ermöglichen Marketers allerdings den Einstieg in das Agile Marketing in kleinen Schritten, „learning by doing“.

Suggested Citation

  • Martin Sinning, 2023. "Agile Marketing – konsequenter Fokus auf Kundenwerte und Ergebnisse," Springer Books, in: Uwe Seebacher (ed.), Praxishandbuch B2B-Marketing, edition 2, pages 297-338, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-40037-8_8
    DOI: 10.1007/978-3-658-40037-8_8
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-658-40037-8_8. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.