Introduction

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 1 in Agile Marketing Performance Management, 2022, pp 1-3 from Springer

Abstract: Abstract Marketing is facing an increasing pace of change. Consumers adapt their buying, product usage, and communication behaviour more dynamically than in the past. COVID-19 is acting as a catalyst for digitisation and has dramatically accelerated the willingness to buy more and more frequently online—to name just one example.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-658-38053-3_1

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DOI: 10.1007/978-3-658-38053-3_1

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