A Conceptual Framework for Flexible Marketing System

Flexibility plays a central role in the survival and success of organization in today's fast changing environment, which has been recognized by many authors in management theory. This paper is an attempt to give a conceptual framework for ‘flexible marketing system’. Using the literature and experts opinion, the author has tried to give a comprehensive, systematic and structured approach towards a hypothetical organizations with flexible marketing system in place, which will have concern to sense shifting customer demands, anticipating competition moves and adjusting the firms marketing efforts to maximize returns while minimizing risk. The paper concludes by explaining the benefit of adopting flexible marketing system approach to become a highly successful organization. Benefits to such an organization will include – possession of trained executives on market sensing techniques, smooth flow of information, adequate IT system and its implementation, and fast decision making and overall job satisfaction for employees.