Determining business features for agile marketing with the Delphi method

This study aims to identify the organizational characteristics necessary for the successful implementation of agile marketing and to provide recommendations to businesses in this regard. Properly defining these organizational characteristics will enable businesses to align with the dynamic nature of agile marketing, allowing them to respond quickly and effectively to both internal and external changes. The research employed a two-round Delphi method. In the first round, criteria obtained from a literature review were assessed; in the second round, new propositions suggested by participants were added to these criteria, and a consensus was reached. The survey group consisted of experts specializing in agility and agile marketing. While this study outlines the theoretical foundation of agile marketing, it also offers valuable insights for businesses by consolidating expert opinions on how agile marketing can be implemented in local market conditions and which organizational characteristics support the dynamic nature of agile marketing.