Construct · 1 fields · 1 citations

marketing agility: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed
marketingagility1 CONSTRUCTMarketing agilityKALAIGNANAM · MARKETING

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Marketing strategy

the extent to which a firm's marketing function quickly reads changes in the market and iterates its decisions to adjust its marketing actions.

In marketing strategy, marketing agility refers to the extent to which a firm's marketing function quickly reads changes in the market and iterates its decisions to adjust its marketing actions. This meaning comes from Kalaignanam (2020) in Journal of Marketing.[1]

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Nearby constructs

agility3 fields · 5 citationsjingle · one word, three constructsextent1 fields · 1 citationsanchor · a standalone constructfunction5 fields · 6 citationsjingle · one word, five constructs

References

  1. Kalaignanam, K., Tuli, K. R., Kushwaha, T., Lee, L., & Gal, D. (2020). Marketing Agility: The Concept, Antecedents, and a Research Agenda. Journal of Marketing, 85(1), 35-58. https://doi.org/10.1177/0022242920952760

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