Why agile marketing? “The basic idea of marketing is the consistent alignment of the entire company to the needs of the market” ( Gabler Lexicon ). Markets in particular are very unstable these days and are constantly subject to new trends. It is precisely to these that modern marketing has to react. Consumers are now also exposed to a great flood of advertising messages. As a result, many customers actually no longer perceive advertising properly. Experts are therefore calling for new ways and methods for modern marketing. But how is modern marketing defined and how agile should my marketing be? In the following I would like to introduce two trends from the literature and try to interpret how agile marketing can help companies. Marketing 3.0 Kotler et al. (2010) defined this new type of marketing with the slogan “From customer to person”. To illustrate this development, they published the following…
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