Marketing Agility – Does it Matter? A Systematic Review

The pandemic has taught various valuable lessons for businesses worldwide. Companies are demanded to be resilient and more flexible to remain stable and sustainable before the next crises arise. Similarly, the modern marketing landscape also necessitates an organizational culture to value agility due to increasing competition, success, failure, and the shifting global economy. This study attempts to comprehend Agile Marketing techniques, which have received increasing attention from professionals and academics since marketing skills are a competitive advantage for firms in today's unstable global markets. The need for companies to be flexible, rapid, and accessible has increased as the world economy has undergone a dramatic transformation. A systematic literature review (SLR) on Agile Marketing was carried out to understand this approach from a marketing perspective. A total of 26 articles from Scopus and Web of Science, published from 2006 to 2022 were included in the final review to provide an up-to-date overview of the topic. The PRISMA review protocol was applied, and the SPIDER tool was used to develop the research questions. This article explores agile marketing from a broad perspective, highlighting its significance in today’s fast-paced digital landscape and the purpose was to identify the most recent and significant trends and recommendations on Agile Marketing. The thematic analysis of the SLR revealed four main themes: Agile Marketing Environment, Adoption, Dimension and Capabilities. In conclusion, flexibility is crucial in the marketing sector where agile marketing has purposefully moved away from trendy lingo in favor of a more open way of doing business. Therefore, it is recommended that companies adopt Agile Marketing. In addition, they must be flexible enough to take various actions and alter their operational strategy as necessary in order to remain in business.