The Role of Artificial Intelligence in Finnish B2B Marketing Agility

The Role of Artificial Intelligence in Finnish B2B Marketing Agility

This thesis explores how artificial intelligence (AI) enhances marketing agility (MA) in Finnish business-to-business (B2B) organizations. As dynamic markets and increasing data complexity challenge traditional marketing approaches, agility has emerged as a critical capability. Marketing agility ref...

Täydet tiedot

Bibliografiset tiedot
Päätekijät: Harju, Lotta, Viertamo, Veera
Muut tekijät: Jyväskylän yliopiston kauppakorkeakoulu, Jyväskylä University School of Business and Economics, Jyväskylän yliopisto, University of Jyväskylä
Aineistotyyppi: Pro gradu
Kieli:eng
Julkaistu: 2025
Aiheet:
Master's Degree Programme in Digital Marketing and Corporate Communication
Markkinointi
Marketing
Linkit: https://jyx.jyu.fi/handle/123456789/103351

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