Özet:

Due to changing technology and acceleration of digitalization, epidemics, and difficulties in the economy, it is difficult for businesses to develop their marketing and revenue management in a balanced and sustainable way, because of the rapidly changing needs and expectations of the customers. For businesses to achieve success quickly in line with the changes they have encountered, they need to add new talents to their structures. It is of great importance that the agility criterion be adapted to the business, especially in the adaptation of the business to the rapidly progressing digitalization. Agility, which first started in the field of mass production in the business, then continued in all production areas and over time has begun to be used in other areas such as human resources, supply chain, and organization. The rapid adaptation provided in many areas of the business through agility is called agile marketing in the field of marketing. The agile marketing structure is a type of iterative approach, with the application of Kanban, Scrum, Scrumban, and other agile methodologies. Managing the external and internal problems faced by the business with an agile marketing structure, will provide the company with the opportunity to try new methods to turn these problems into opportunities. Therefore, with the implementation of an agile marketing structure within the company, the actions to be taken in the field of marketing will be rapidly adapted in regard of all external and internal problems faced by the enterprise.

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