Despite market sensing efforts, marketers are ever so often forced to address the effects of unpredictable events. As much as the marketers would like to be prepared for the future, they will always be faced with unpredictable challenges. No organisation can ever afford to rest and neither can unlimited resources be spent on the constant development of new contingency plans. In this era of increasing globalisation, the stakes are enormous. Facing these challenges, marketing must be flexible enough to apply unique solutions to unforeseen situations. It must be organised in such a way that it can effectively change unsuccessful strategies without hesitation. Flexible design accommodates marketing efficiency and better integrated actions. Even though an organisation may not be able to predict its own future, it should still be able to face new challenges with synergetic flexibility. In essence, flexible marketing focuses on constant preparation for the unpredictable situations. This book is about understanding the unpredictable factors that affect the marketing of an organisation and managers must find ways to position their company’s strategic flexibility by learning how to diagnose potentially unpredictable factors in advance and to prepare proactive marketing strategy for maintaining the company’s leadership position in the market.
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