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...

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Bibliographic Details
Main Authors: Harju, Lotta, Viertamo, Veera
Other Authors: Jyväskylän yliopiston kauppakorkeakoulu, Jyväskylä University School of Business and Economics, Jyväskylän yliopisto, University of Jyväskylä
Format: Master's thesis
Language:eng
Published: 2025
Subjects:
Master's Degree Programme in Digital Marketing and Corporate Communication
Markkinointi
Marketing
Online Access: https://jyx.jyu.fi/handle/123456789/103351

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