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2020 | OriginalPaper | Chapter

5. Agile Marketing

Authors : Jens Kröger, Stefanie Marx

Published in: Agile Marketing

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

Ständiger Wandel: Wir haben bereits erörtert, dass geeignete Wege gefunden werden müssen, um mit dieser Situation erfolgreich umzugehen und auf kontinuierlich stattfindende Veränderungen bestmöglich zu reagieren. Agile Marketing ist ein solcher Weg. In diesem Kapitel erfahren Sie, was sich hinter dem Buzz-Word „Agile Marketing“ verbirgt: Beginnend beim Agile Manifesto hin zum Agile Marketing Manifesto. Hierbei werden folgende Fragen beantwortet: Welche Werte und Prinzipien sind grundlegend, um zielgerichtetes und erfolgreiches Agile Marketing zu betreiben? Was ist ein Agile Mindset? Was ist der Unterschied zu „Lean“? Was ist Agile Marketing nicht?
Literature
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Metadata
Title
Agile Marketing
Authors
Jens Kröger
Stefanie Marx
Copyright Year
2020
DOI
https://doi.org/10.1007/978-3-658-29548-6_5