[5] Sensemaking, or sense-and-respond in some studies,[2] is identifying opportunities or threats in the market.
Implementation and effectiveness are then monitored and further marketing decisions made as necessary, in an iterative fashion.
Marketing agility is customer focused, and has shown benefit in VUCA environments,[6] including in deep uncertainty.
"Marketing agility during deep uncertainty using a sensemaking perspective: the performance influence of digitization and government intervention in retail healthcare".
"Linking SME international marketing agility to new technology adoption".
"Platform success in the international marketplace: reconfiguring digital resources for marketing agility".