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Keywords: Marketing agility
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Journal Articles
The prospect of AI-enhanced agile marketing: boosting marketing ROI through customer engagement and sales performance
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning 1–17.
Published: 04 May 2026
...Luoxi Pu; Robert Radics; Muhammad Umar; Faith Jeremiah; Zhi Quan Purpose Given the fast-paced integration of artificial intelligence (AI) in marketing practices, this study aims to investigate how AI-enhanced marketing agility influences marketing ROI through customer engagement and sales...
Includes: Supplementary data
Journal Articles
The effect of startup marketing agility on new product creativity and new product performance: the moderating effect of technological turbulence
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2024) 42 (8): 1494–1521.
Published: 09 September 2024
...Woo-Suk Jun; Ho-Taek Yi; Fortune Edem Amenuvor Purpose This study aims to examine the effect of marketing agility of startup companies on their new product creativity and new product performance while examining the moderating role of technological turbulence. Design/methodology/approach Data...
