The Three Levels of Impact of Marketing

Jens Kröger and Stefanie Marx

Chapter 6 in Strategic Agility in Marketing, 2025, pp 141-150 from Springer

Abstract: Abstract So far, we have discussed how entire organizations must position themselves to remain competitive and successful. Agile Marketing cannot be viewed in isolation but must always be considered within the context of the entire organization. Agility aims to break down silos, foster cross-departmental collaboration in the interest of customers, and prioritize customer centricity. The ultimate goal of agility is to create a more dynamic and resilient organization that can quickly adapt to changes and, ideally, even anticipate them. In this chapter, we explore how marketing—especially through agility and an agile mindset—can drive success across three key levels of impact. We will integrate all the concepts introduced so far into a cohesive framework that highlights how marketing can contribute to an organization’s overall success.

Date: 2025
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DOI: 10.1007/978-3-658-47510-9_6

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