Marketing agility has emerged as an important construct in research for enabling marketing managers to thrive in dynamic markets. So far, however, marketing research has not provided sufficient guidance on how to develop marketing agility. Drawing on the dynamic capabilities view, this study...

Brand–consumer interactions have changed radically over the past two decades. In this article, we outline a holistic approach to brand communication, taking into account the current communication landscape. We discuss the present importance of brand identities and specify four core fields of...

Only one in three Swiss brands strategically uses insights from consumer psychology research when developing new marketing communication. However, if done in a structured and strategic way, applying these insights can boost a brand's marketing performance. We present the successful application...