CONCEPTUAL FRAMEWORK FOR MODELING THE AGILE MARKETING CAPABILITY
(주)코리아스칼라
- 최초 등록일
- 2023.04.05
- 최종 저작일
- 2018.07
- 20페이지/ 어도비 PDF
- 가격 5,500원
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서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : Global Marketing Conference
ㆍ저자명 : Ludovica Moi, Francesca Cabiddu, Moreno Frau
목차
ABSTRACT
INTRODUCTION
A THEORETICAL BACKGROUND: THE AGILE MARKETING APPROACH
THEORETICAL UNDERPINNINGS OF DYNAMIC MARKETING CAPABILITIES AND IT CAPABILITIES
Dynamic marketing capabilities literature review
IT capabilities literature review
TOWARDS AN AGILE MARKETING CAPABILITY: A FRAMEWORK AND PROPOSITIONS
Features
Functions
Components
Types
DISCUSSIONS AND CONCLUSIONS
영어 초록
This work aims to deepen how to cope with marketing challenges of XXI century, characterized by turbulent and dynamic environments. Specifically, it explores the theoretical underpinnings to develop an Agile Marketing Capability’s framework and propositions. This study performs an in-depth literature review on IT and Dynamic Marketing Capabilities to provide the features, components, functions and types of an Agile Marketing Capability. Given the extreme innovativeness of this topic in marketing realm, it represents a first attempt to understanding the Agile Marketing Capability, which requires further theoretical and empirical contributions and refinements. The framework and propositions of this research may be useful for managers and decision makers to figure out the advantages of the Agile Marketing Capabilities’ employment in current marketplaces.
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