Strategic Agility in Marketing

Concepts, Methods, and Organizational Impact
Erscheinungsjahr 2025
ISBN: 978-3-658-47509-3
Verlag: Springer

Buch, Englisch, 227 Seiten, Format (B × H): 160 mm x 241 mm, Gewicht: 539 g

Reihe: Future of Business and Finance

This book offers a comprehensive guide to establishing marketing organizations and teams based on Agile principles. By emphasizing a customer-centric mindset, flexible structures, cross-functional collaboration, and continuous success measurement, agility empowers marketing teams to strengthen customer relationships, foster innovation, and amplify organizational impact. When implemented effectively, agile marketing positions teams as true business enablers within their organizations.

In light of recent global challenges—such as the pandemic, economic shifts, and rapid technological advancements—the need for adaptability has become more critical than ever. This book delves into developing an agile mindset, values, and principles while providing practical methods and tools for operationalizing agile marketing. Readers will gain insights into positioning marketing as a strategic business enabler and thriving in dynamic environments, transforming marketing into a key success factor for their organizations.

Targeted at marketing professionals, business leaders, and academics, this book is an essential resource for anyone looking to leverage agility to gain a competitive edge in today’s fast-changing world.

Zielgruppe

Professional/practitioner

Autoren/Hrsg.

Marx, Stefanie

Kröger, Jens

Fachgebiete

• Sozialwissenschaften Psychologie Psychologische Disziplinen Wirtschafts-, Arbeits- und Organisationspsychologie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung

Inhaltsverzeichnis

Challenges of a New Era.- Successful Companies of Tomorrow.- Focus on Customers.- Marketing in Transition.- Agile Marketing: Values, Principles and the Right Mindset.- The Three Levels of Action of Marketing.- Methods and Tools.- Implementation - The First Steps.- Conclusion.

Über Autor(innen)

Jens Kröger brings extensive, long-term experience as a management and strategy consultant. A certified Scrum Master and Product Owner, he primarily advises top management on organizational development and Data & Customer Insights. With a deep understanding of building agile organizations, Jens has worked with companies of varying sizes and industries, applying his expertise to foster growth and transformation. In addition to his consulting work, he is a sought-after keynote speaker and lecturer. For over 20 years, Jens has also been active as a founder and managing director in the marketing sector, bringing a wealth of practical experience and industry insights to his work.

Stefanie Marx has been addressing the key topics of digital marketing and customer-centric communication for over 15 years. Starting her career as an account manager in agencies, she advised companies across various industries, building a strong foundation in strategic communication. Following her extensive consulting experience, Stefanie took on responsibilities for building agile marketing teams and leading the development and expansion of strategic digital customer communication within companies. Her work focuses on Data-Driven Marketing, Inbound Marketing, and Marketing Automation—areas where she continues to excel. A certified Scrum Master and Product Owner, Stefanie has also been a lecturer in online communication since 2016, sharing her expertise and passion for digital marketing with the next generation of professionals.