The contribution of agile marketing to the efficiency of marketing operations: An emprical study in a telecommunication company

Küçük Resim Yok

Tarih

2018

Dergi Başlığı

Dergi ISSN

Cilt Başlığı

Yayıncı

Maltepe Üniversitesi

Erişim Hakkı

CC0 1.0 Universal
info:eu-repo/semantics/openAccess

Araştırma projeleri

Organizasyon Birimleri

Dergi sayısı

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.