Flexible approaches to the implementation of marketing strategies of organizations

Traditional views on the processes of developing and implementing marketing strategies do not allow us to fully take into account the influence of the external environment and, as a result, make marketing strategizing procedures less effective. A possible solution to ensure greater effectiveness of the latter may be the adaptation of flexible management practices and the implementation of marketing strategies in a flexible and iterative manner. The process of testing marketing hypotheses in the logic of the HADI cycle is illustrated. The features of an adaptive approach to the implementation of long-term plans are considered, the author's view on the use of agile principles in strategic marketing management is presented. Compliance with such principles can improve the effectiveness of strategic marketing decisions through better analysis of the external environment and constant updating of marketing plans. The approach to the implementation of strategies is considered as dynamic. An example of planning by a business school to develop and market a new professional retraining program in order to increase revenue growth from the provision of paid educational services is given. The main tasks and stages of implementing a flexible marketing strategy in scrum logic are highlighted. It is noted that during the final retrospective, the experience is systematized and internal formal and informal rules are being formed for future projects to create educational products. An iterative algorithm for the implementation, analysis and updating of marketing strategy activities in scrum logic is schematically presented.