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

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dc.authorid0000-0003-2275-4682en_US
dc.contributor.authorAydın, Samet
dc.contributor.authorYaşarol, Levent
dc.date.accessioned2024-07-12T21:31:59Z
dc.date.available2024-07-12T21:31:59Z
dc.date.issued2018en_US
dc.departmentRektörlük, Kongreler, Uluslararası İşletme ve Pazarlama Kongresien_US
dc.description.abstractThis 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.en_US
dc.identifier.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.en_US
dc.identifier.endpage162en_US
dc.identifier.isbn978 - 605 - 2124 - 09-3
dc.identifier.startpage156en_US
dc.identifier.urihttps://icbm.world/?lang=tr
dc.identifier.urihttps://hdl.handle.net/20.500.12415/6343
dc.language.isoenen_US
dc.publisherMaltepe Üniversitesien_US
dc.relation.ispartofInternational Congress on Business and Marketingen_US
dc.relation.publicationcategoryUluslararası Konferans Öğesien_US
dc.rightsCC0 1.0 Universal*
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.rights.urihttp://creativecommons.org/publicdomain/zero/1.0/*
dc.snmzKY01585
dc.subjectAgile marketingen_US
dc.subjectMarketing operationsen_US
dc.subjectTelecommunication industryen_US
dc.titleThe contribution of agile marketing to the efficiency of marketing operations: An emprical study in a telecommunication companyen_US
dc.typeArticle
dspace.entity.typePublication

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