Logistics “includes all tasks for the integrated planning, coordination, implementation and control of the flow of goods as well as the goods-related information from the generation sinks to the consumption sinks” ( Gabler Business Lexicon ). Furthermore, the task of logistics is to provide the right goods at the right time in the right amount in the right place. Logistics is characterized by a high level of dynamism. Often the definition of which goods actually have to be available at which location and at what time cannot be clarified. So it seems that changeability should be a fundamental element of logistics. For this reason, there has recently been a rethink towards agile logistics. Agile logistics or is it lean? While “Lean” was the absolute keyword in logistics a while ago and every manager proudly showed his Six Sigma Belt, there is now a rethinking towards agile logistics (Valerod 2013, p.…

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…