Agile Marketing Conceptual Framework for Private Higher   Education Institutions

Yusoff, Yuslina Mat; Alias, Zuraini; Abdullah, Aceng; Mansor, Zulkefli

doi:10.6007/ijarbss/v9-i1/5896

Cited by 3 publications

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“…Their individuality is expressed in their views, motivations, and other relevant characteristics, such as personality type and psychographics. An organization's ability to adopt new technologies is strongly influenced by the owner's background, the manager's level of commitment, leadership styles, and technical expertise [54]. There are two human variables that may influence the adoption of DM in Pakistani SMEs, according to this study.…”

Section: Discussionmentioning

confidence: 85%

“…Their opinions, viewpoints, psychographics, motivations, and other relevant individual aspects are reflected in the business. According to existing studies, owner/educational-manager history and level of dedication, as well as his or her style of leadership and technical skills, have a significant impact on a company's ability to adapt to new technology [54].…”

Section: Social Influencementioning

confidence: 99%

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Factors Affecting Digital Marketing Adoption in Pakistani Small and Medium Enterprises

Ullah,

Khan,

Rakhmonov

et al. 2023

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Background: A substantial portion of the world’s population owns and utilizes computers and mobile devices, contributing to the rapid expansion of digital advertising. Marketers swiftly recognized the communicative benefits of social media platforms like Facebook, YouTube, Twitter, Instagram, Snapchat, Pinterest, and LinkedIn. Considering the importance of social media platforms and digital modes of marketing, it is considered especially significant for small firms to integrate these platforms into their business strategies in order to improve performance. Methods: Based on this aim, this study collected data from 363 owners/managers of SMEs in Pakistan. Structural equation modeling is used to check the hypothesized model of the study. Results: The results show that compatibility, owner/manager support, employee IT skills, financial cost, government policies, and social influence significantly affect adoption of digital marketing by SMEs in Pakistan. Conclusions: Furthermore, digital marketing also positively affects SME performance. This paper discusses the study’s findings as well as managerial and academic implications, including its limitations and future research avenues.

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Section: Discussionmentioning

confidence: 85%

Section: Social Influencementioning

confidence: 99%

Factors Affecting Digital Marketing Adoption in Pakistani Small and Medium Enterprises

Ullah,

Khan,

Rakhmonov

et al. 2023

Logistics

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Suggestions for the Application of Agile Marketing Structure in Businesses

ZENGİN>

2022

Beykent Üniversitesi Sosyal Bilimler Dergisi

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Değişen teknoloji ve dijitalleşmenin hızlanması, salgın hastalıklar, ekonomide yaşanan dalgalanmalar ve tüm bunlardan dolayı müşterinin hızla değişen ihtiyaç ve beklentilerinden kaynaklı işletmelerin pazarlama ve gelir yönetimini dengeli ve sürdürülebilir bir şekilde ilerletebilmesi zorlaşmaktadır. İşletmelerin karşılaşmış olduğu değişimler doğrultusunda hızlı bir şekilde başarı elde edebilmesi için yeni yetenekleri kendi bünyelerine eklemeleri gerekmektedir. Özellikle bu değişimler arasında hızla ilerleyen dijitalleşmeye işletmenin uyum sağlamasında çeviklik kriterinin işletmeye adapte edilmesi önem arz etmektedir. İşletmede ilk olarak seri üretim alanında başlamış olan çeviklik sonrasında tüm üretim alanlarında devam ederek zamanla insan kaynakları, tedarik zinciri, organizasyon gibi diğer alanlarda da kullanılmaya başlanmıştır. Çeviklik ile işletmenin birçok alanında sağlanan hızlı uyumun pazarlama alanındaki ismi çevik pazarlamadır. Çevik pazarlama yapısı; Kanban, Scrum, Scrumban ve diğer çevik metodolojilerin uygulanması ile sürekli olarak yinelemeli bir yaklaşım türüdür. İşletmenin karşılaşmış olduğu dış ve iç kaynaklı sorunları çevik pazarlama yapısı ile yönetmek, karşılaşılmış olan sorunları fırsatlara çevirebilmek için işletmeye yeni yöntemler deneme imkanı sunacaktır. Bu nedenle işletme içerisinde çevik pazarlama yapısının uygulanması ile işletmenin dış ve iç kaynaklı karşılaştığı tüm problemler karşısında pazarlama tarafında alınacak olan aksiyonlara hızlı bir biçimde uyum sağlanacaktır.

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Towards Agile Marketing

Ozdenizci Kose

2024

AI and Data Engineering Solutions for Effective Marketing

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Agile marketing represents a paradigm shift in strategic marketing, emphasizing the principles of flexibility, speed, and customer-centricity. Originating from software development methodologies that value adaptability and iterative progress, agile practices have been effectively translated into the marketing domain to address the dynamic and fast-paced nature of contemporary markets. This approach focuses on continuous improvement, cross-functional collaboration, and responsiveness to consumer needs and market trends. By integrating diverse methodologies such as Scrum and Kanban, marketing teams enhance their ability to rapidly adapt strategies, execute innovative campaigns, and leverage real-time feedback, thereby ensuring a competitive edge in a constantly evolving business landscape. This chapter aims to explore the transformative potential of Agile Marketing and offers insights into how Agile practices can reshape marketing strategies to be more adaptive, efficient, and aligned with customer expectations, empowering marketers to succeed in today's digital era.

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Agile Marketing Conceptual Framework for Private Higher Education Institutions

Cited by 3 publications

References 0 publications

Factors Affecting Digital Marketing Adoption in Pakistani Small and Medium Enterprises

Factors Affecting Digital Marketing Adoption in Pakistani Small and Medium Enterprises

Suggestions for the Application of Agile Marketing Structure in Businesses

Towards Agile Marketing

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