Agile Marketing: Values, Principles, and the Right Mindset

Jens Kröger and Stefanie Marx

Chapter 5 in Strategic Agility in Marketing, 2025, pp 87-139 from Springer

Abstract: Abstract Constant, ever-accelerating change demands effective strategies to adapt and respond successfully. Agile Marketing is one such approach! In this chapter, we delve into the concept behind the buzzword “Agile Marketing,” beginning with the Agile Manifesto and progressing to the Agile Marketing Manifesto. We will explore key questions, including: What values and principles are essential for effective Agile Marketing? What defines an Agile Mindset? How does Agile differ from “Lean”? And equally important: What is Agile Marketing not?

Date: 2025
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DOI: 10.1007/978-3-658-47510-9_5

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