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ISBN: 978-93-7343-698-2

Agile Marketing in VUCA Times: Strategies for Resilient Growth

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Agile Marketing in VUCA Times: Strategies for Resilient Growth
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Agile Marketing in VUCA Times: Strategies for Resilient Growth

Edited by: Monika Rana · Nupur Samb, · Jessica Fernandes
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Overview
We live in an era defined by disruption. Markets shift overnight, technologies emerge at breathtaking speed, and consumer expectations evolve faster than most organizations can keep up with. The stable, predictable business environment that once allowed marketers to rely on long-term planning and linear strategies has given way to one defined by volatility, uncertainty, complexity, and ambiguity. In such a world, the rules of marketing must be rewritten. This book is an exploration of that shift. It does not simply outline tools or tactics, nor does it offer a one-size-fits-all blueprint. Instead, it provides a lens for thinking differently—an approach rooted in agility. Agile marketing is not just about adopting processes borrowed from software development; it is about embracing a mindset that prizes adaptability, customer focus, and resilience in the face of constant change.
Author(s): Monika Rana, Nupur Samb, Jessica Fernandes
Language: English
Format: Single-Component Retail Product (Book)
Year of Publication: 2026
Publisher Name: National Press Associate

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978-93-7343-698-2
Publisher NPA Publishing Company Publishing Division · Punjab
Discipline current
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About the Editors

Monika Rana

Monika Rana

Contributing Author

Monika Rana is an Assistant Professor at CGC University with over a decade of experience teaching Marketing and General Management. She holds a Ph.D. in Management Studies and has published extensively. Her work emphasizes adaptive thinking, ethical leadership, and application-oriented management education.

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Nupur Samb,

Nupur Samb,

Contributing Author

Nupur Samb, Head of Sales & Marketing at LEI India Private Limited, Pune, Maharashtra. She is a passionate marketing professional with 12 years of experience in industrial marketing. She has completed a PhD in B2B Industrial Marketing with Engineering in Instrumentation and Control from S.P. Pune University. Her expertise are Strategic customer Acquisition, Customer lifecycle management, Brand Management with the key skills in business communication, design thinking, decision making and troubleshooting. She has a wide knowledge and experience in diverse industries, including Switchgear, Textile, Sensors, Automation, Intra logistics, and OEMs. Passionate about women empowerment, child education, and corporate narcissistic reform.Dedicated to leveraging expertise to drive business success and create a
positive social impact.

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Jessica Fernandes

Jessica Fernandes

Contributing Author

Jessica Fernandes is an accomplished academician with over a decade of experience in teaching Marketing and General Management. She holds a Ph.D. in Management Studies, is UGC-NET qualified, and serves as an Assistant Professor affiliated with the University of Mumbai. With over 25 publications, book chapters, and a patent to her credit, she emphasizes adaptive thinking, ethical leadership, and practical, real-world management education.

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Agile Marketing in VUCA Times: Strategies for Resilient Growth
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Agile Marketing in VUCA Times: Strategies for Resilient Growth

Agile Marketing in VUCA Times: Strategies for Resilient Growth

Monika Rana, Nupur Samb,, Jessica Fernandes
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About This Publication

Author(s): Monika Rana, Nupur Samb, Jessica Fernandes
Language: English
Format: Single-Component Retail Product (Book)
Year of Publication: 2026
Publisher Name: National Press Associate

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