Buying into the philosophy of agile marketing

In a 24-hour economy where there is no such thing as clocking off for the customer, agile marketing is supposed to be able to absorb the changes from a rapidly evolving marketplace and adjust its responses, while making sure it does not lose sight of the company’s end goals.
Definitions of ‘agile’ vary, from a formalised process of product development to a more general attitude towards change, but in any case responsiveness is key. It requires a seamless interplay between diffe