ANALYZING THE APPROACH OF MARKETING AGILITY IN MARKETING AND THE TRANSFORMATIVE EXPERIENCES OF MARKETING PROFESSIONALS (THE CASE OF PT. TATALOGAM LESTARI)

Abstract

This research is motivated by the need to understand the concept of marketing agility and its application in the context of PT Tatalogam Lestari, a leading company in the metal roof tile and light steel industry in Indonesia. In a constantly changing and competitive market environment, companies require adaptive marketing strategies to remain relevant and successful. The purpose of the study was to investigate the views and experiences of marketing professionals at PT Tatalogam Lestari related to the concept of marketing agility. In addition to understanding how agility in marketing can improve company performance and strengthen relationships with customers. Through sequential mixed methods, especially a sequential explanatory strategy, this study aims to explore their views on the role of agility in achieving marketing excellence. Thematic analysis of questionnaire and interview data highlighted practitioners' perspectives on the importance of agility in achieving marketing success. The findings suggest that the application of agility in marketing strategy empowers marketing professionals to respond quickly to changing consumer preferences and interact proactively with their audiences. The implications of these findings not only affect professionals' practices but also provide recommendations for implementing a more adaptive marketing strategy overall. In the context of PT Tatalogam Lestari, an adaptive marketing strategy can improve marketing performance and create a better customer experience. In conclusion, this study confirms the role of agility in supporting organizational success and growth in a competitive market. The transformational experiences of marketing professionals not only facilitate the handling of dynamic marketing challenges but also drive the implementation of effective agility marketing strategies. The integration of transformational experiences into the marketing framework becomes a key factor in achieving sustainable success in an ever-evolving industry.