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A Conceptual Framework for Flexible Marketing System

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Abstract

Flexibility plays a central role in the survival and success of organization in today’s fast changing environment, which has been recognized by many authors in management theory. This paper is an attempt to give a conceptual framework for ‘flexible marketing system’. Using the literature and experts opinion, the author has tried to give a comprehensive, systematic and structured approach towards a hypothetical organizations with flexible marketing system in place, which will have concern to sense shifting customer demands, anticipating competition moves and adjusting the firms marketing efforts to maximize returns while minimizing risk. The paper concludes by explaining the benefit of adopting flexible marketing system approach to become a highly successful organization. Benefits to such an organization will include — possession of trained executives on market sensing techniques, smooth flow of information, adequate IT system and its implementation, and fast decision making and overall job satisfaction for employees.

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Author information

Authors and Affiliations

  1. Jaypee Business School, JIIT University, A-10, Sector-62, Noida, India

    Nripendra Singh (Assistant Professor)

Authors
  1. Nripendra Singh
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Correspondence to Nripendra Singh.

Additional information

Dr. Nripendra Singh is Assistant Professor at Jaypee Business School, Noida. He has around 12 years of corporate, teaching and research experience. He started his career with Videocon group of companies. He was associated with Indian Institute of Management (IIM), Lucknow and taught at Lucknow University department of Business Administration. He has published various research papers at both National and International level. He has visited renowned business schools like Harvard Business School, MIT Sloan, Pennsylvania State University and Stevens Institute of Technology, USA. He has been member Governing Council of Global Institute of Flexible Systems Management (GIFT). His research interests include — services marketing, services management, marketing system flexibility and pricing.

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Singh, N. A Conceptual Framework for Flexible Marketing System. Global J. Flexible Syst. Manage. 11, 11–16 (2010). https://doi.org/10.1007/BF03396590

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  • DOI: https://doi.org/10.1007/BF03396590

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