Speed-Marketing: A New Strategy for Fast Decision-Making
Current marketing literature, academic and non-academic, offers very little in the way of explaining the concept of "speed marketing". Most academic studies deal with the problem of accelerating the time necessary to develop new products in order to gain a time-to-market advantage. Non-academic papers mainly discuss how to cut the time required in developing digital marketing strategies. But speed marketing is much more than a time reduction tool. On the contrary, speed marketing is a systematic, decision-making process that attempts to deal with unexpected (positive or negative) marketing events that can affect the livelihood of a company. The current paper proposes a six-step systematic process that can provide marketing managers with the tools for operating methodically and efficiently under pressure and in sometimes chaotic situations in order to solve problems and exploit opportunities.
Year of publication: |
2012
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Authors: | Shuv-Ami, Avichai |
Published in: |
Advances In Management. - Advances in Management. - 2012, November
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Publisher: |
Advances in Management |
Saved in:
freely available
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