The contribution of agile marketing to the efficiency of marketing operations: An emprical study in a telecommunication company
MetadataShow full item record
CitationAydın, S. ve Yaşarol, L. (2018). The contribution of agile marketing to the efficiency of marketing operations: An emprical study in a telecommunication company. International Congress on Business and Marketing. s. 156-162.
This research has been carried out in order to evaluate the contribution of agile marketing methodology, which is considered to provide the highest quality product in the fastest possible time, in the environment where competition and market conditions are very though. To obtain comparable findings, an emprical study was designed in a telecommunication company during the development of a new mobile internet campaign. The same campaign was run simultaneously with two different approaches; conventional waterfall model for prepaid plans and agile method for postpaid plans. As a result of the study, agile method provided 33.2% improvement in time-to-market while letting go live after 9.2 days, the latter lasted 22 days. The results revealed that in addition to responding quickly to customer demands, agile approach increased the efficiency of marketing operations.
SourceInternational Congress on Business and Marketing
The following license files are associated with this item: