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Marketing Flexibility

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Submitted By mundoo
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Flexibility in Marketing

Key words: Flexibility in Marketing, Marketing strategy, Adaptability, Flexibility
Abstract:
The purpose of this paper is to understand issues related to flexibility in marketing with broader context of its significance and advantages in the marketing domain. There exists a significant line of difference between adaptability, innovation and flexibility. The ever increasing competition along with unforeseen advance in the communication and information technology has empowered the customers. As a result, with improved mediums of communication and dynamic access to data and information, consumers have become more knowledgeable and can relate more to the dynamic market environment.
With rapid application of information technology and modeling in decision making, marketing strategy needs to respond to the changes in environment, competition, technology, social norms and buyer behavior dynamically. With organization becoming flatter, decentralization of marketing processes has become a necessity. This paper explores the approaches, guidelines and the criticality of building in flexibility in marketing strategy. It also looks at the advantages of the same.

Authors: Chaudhry H. and Chauhan A.

References
Ahmed, P.K. (1998), “Culture and climate for innovation”, European Journal of Innovation Management, Vol. 1 No. 1, pp. 30-43.
Barney, J.B. (1991), “Firm resources and sustained competitive advantage”, Journal of Management, Vol. 17 No. 1, pp. 99-120.
Combe, I.A. and Greenley, G.E. (2004), “The capability for strategic flexibility: a cognitive content framework”, European Journal of Marketing, Vol. 38 Nos 11/12, pp. 1456-80.
Cova, B. (1997), “Community and consumption – towards a definition of the ‘linking value’ of product or services”, European Journal of Marketing, Vol. 31 Nos 3/4, pp. 297-316.
Cova, B. and Cova, V. (2002),

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