Marketing in 2023ff: Agility as the “New Normal”

Sascha Stürze, Markus Hoyer, Claudio Righetti and Matthias Rasztar ()
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Sascha Stürze: Analyx GmbH
Markus Hoyer: Analyx GmbH
Claudio Righetti: Analyx GmbH
Matthias Rasztar: Dr. August Oetker Nahrungsmittel KG

Chapter 12 in Agile Marketing Performance Management, 2022, pp 113-115 from Springer

Abstract: Abstract Agility in marketing performance management has been a central lever for increasing marketing ROI for years. But especially in times when the business environment is subject to frequent change and decisions have to be made under great uncertainty, it becomes a critical success factor. Driving on sight and frequent recalibration of decisions may have become constant travelling companions. The common denominator of these developments is an increased need for agile marketing and agile budgeting rather than a decrease in the future. The wheel cannot be turned back.

Date: 2022
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DOI: 10.1007/978-3-658-38053-3_12

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