Agile Marketing, Agile Budgeting

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 9 in Agile Marketing Performance Management, 2022, pp 81-89 from Springer

Abstract: Abstract In a constantly dynamically changing environment, even the most advanced optimisation models can only take full effect if they are regularly applied and updated, and also provided this takes place within the framework of an institutionalised process.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-658-38053-3_9

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DOI: 10.1007/978-3-658-38053-3_9

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