The contribution of agile marketing to the efficiency of marketing operations: An emprical study in a telecommunication company
Küçük Resim Yok
Tarih
2018
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Maltepe Üniversitesi
Erişim Hakkı
CC0 1.0 Universal
info:eu-repo/semantics/openAccess
info:eu-repo/semantics/openAccess
Özet
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.
Açıklama
Anahtar Kelimeler
Agile marketing, Marketing operations, Telecommunication industry
Kaynak
International Congress on Business and Marketing
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
Künye
Aydın, 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.
