Marketing Agility: A Critical Review of Literature

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Marketing agility is essential for firms to adapt to rapidly changing customer needs and technologies.
The article identifies obstacles to implementing agile marketing practices and the benefits firms can gain.
Resource-Based Theory and Dynamic Capabilities Theory explain how marketing agility fosters competitive advantage.
Recommendations for managers focus on employee training in agile marketing and the use of digital tools like cloud computing.

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This review analyzes marketing agility's impact on competitive advantage in businesses, highlighting digital transformation's role.

Evans Ojiambo Onditi (2025) studied this question.

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