{"id":308,"date":"2024-07-17T22:03:51","date_gmt":"2024-07-18T02:03:51","guid":{"rendered":"https:\/\/businessagility.education\/blog\/?page_id=308"},"modified":"2024-07-17T22:03:52","modified_gmt":"2024-07-18T02:03:52","slug":"extragility-responsible-marketing","status":"publish","type":"page","link":"https:\/\/businessagility.education\/blog\/cs\/extragility-responsible-marketing\/","title":{"rendered":"Transformace modern\u00edho marketingu: P\u0159ijet\u00ed extrAgility pro zodpov\u011bdn\u00e9 postupy"},"content":{"rendered":"<p><\/p>\n\n\n\n<p>ABSTRAKT: ExtrAgility nab\u00edz\u00ed komplexn\u00ed p\u0159\u00edstup k modern\u00edmu marketingu a sm\u011b\u0159uje ho k odpov\u011bdn\u011bj\u0161\u00ed a d\u016fv\u011bryhodn\u011bj\u0161\u00ed budoucnosti. Za\u010dlen\u011bn\u00edm t\u011bchto princip\u016f do agiln\u00edch marketingov\u00fdch postup\u016f mohou podniky obnovit d\u016fv\u011bru, pozitivn\u011b p\u0159isp\u011bt spole\u010dnosti a zajistit udr\u017eiteln\u00fd r\u016fst. ExtrAgility nejen\u017ee zvy\u0161uje efektivitu marketingu, ale tak\u00e9 jej sla\u010fuje s \u0161ir\u0161\u00edmi c\u00edli spole\u010densk\u00e9ho a environment\u00e1ln\u00edho blahobytu.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Transformace modern\u00edho marketingu: P\u0159ijet\u00ed extrAgility pro zodpov\u011bdn\u00e9 postupy v agiln\u00edm marketingu\" width=\"580\" height=\"326\" src=\"https:\/\/www.youtube.com\/embed\/cl1C2x3dPDg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">ExtrAgility - r\u00e1mec pro zodpov\u011bdn\u00fd modern\u00ed marketing<\/h2>\n\n\n\n<p>V dne\u0161n\u00edm rychle se vyv\u00edjej\u00edc\u00edm marketingov\u00e9m prost\u0159ed\u00ed se d\u00edky spojen\u00ed technologi\u00ed a kreativity objevilo n\u011bco, co mnoz\u00ed naz\u00fdvaj\u00ed modern\u00edm marketingem. Navzdory tomuto pokroku v\u0161ak modern\u00ed marketing st\u00e1le skr\u00fdv\u00e1 mnoho klamav\u00fdch praktik z minulosti. Tento \u010dl\u00e1nek se zab\u00fdv\u00e1 konceptem ExtrAgility, r\u00e1mcem navr\u017een\u00fdm k za\u010dlen\u011bn\u00ed odpov\u011bdn\u00fdch marketingov\u00fdch praktik do agiln\u00ed metodiky, \u010d\u00edm\u017e se zajist\u00ed, \u017ee se marketing bude vyv\u00edjet nejen technologicky, ale tak\u00e9 eticky a odpov\u011bdn\u011b.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">P\u0159etrv\u00e1vaj\u00edc\u00ed probl\u00e9my v modern\u00edm marketingu<\/h2>\n\n\n\n<p>Modern\u00ed marketing, a\u010dkoli se zd\u00e1 b\u00fdt vysp\u011bl\u00fd, \u010dasto odr\u00e1\u017e\u00ed klamav\u00e9 praktiky minulosti. V\u00fdznamn\u00fdm p\u0159\u00edkladem z historie je klamav\u00fd obal slaniny s \"\u010derven\u00fdm pruhem\" z 50. let 20. stolet\u00ed, kter\u00fd klamal spot\u0159ebitele, \u017ee v\u00fdrobek obsahuje v\u00edce masa, ne\u017e ve skute\u010dnosti. V dne\u0161n\u00ed dob\u011b se setk\u00e1v\u00e1me s podobn\u00fdmi probl\u00e9my, jako je pl\u00e1novan\u00e9 zastar\u00e1v\u00e1n\u00ed, kdy jsou v\u00fdrobky z\u00e1m\u011brn\u011b navr\u017eeny tak, aby m\u011bly omezenou \u017eivotnost a podporovaly opakovan\u00e9 n\u00e1kupy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">D\u016fv\u011bra v marketing kles\u00e1<\/h3>\n\n\n\n<p>Navzdory tomu, \u017ee mnoho nadn\u00e1rodn\u00edch spole\u010dnost\u00ed p\u0159ijalo environment\u00e1ln\u00ed, soci\u00e1ln\u00ed a spr\u00e1vn\u00ed krit\u00e9ria (ESG), d\u016fv\u011bra v marketing st\u00e1le kles\u00e1. Edelman Trust Barometer zjistil, \u017ee pouze dvaa\u010dty\u0159icet procent spot\u0159ebitel\u016f d\u016fv\u011b\u0159uje podnik\u016fm, \u017ee d\u011blaj\u00ed to, co je spr\u00e1vn\u00e9. Pr\u016fzkumy ukazuj\u00ed, \u017ee 80% gener\u00e1ln\u00edch \u0159editel\u016f ned\u016fv\u011b\u0159uje sv\u00fdm \u0159editel\u016fm pro komunikaci a pouze 1% vedouc\u00edch pracovn\u00edk\u016f v\u011b\u0159\u00ed, \u017ee \u0159editel\u00e9 marketingu (CMO) efektivn\u011b \u0159\u00edd\u00ed digit\u00e1ln\u00ed transformaci. Tento nedostatek d\u016fv\u011bry poukazuje na zna\u010dnou propast mezi potenci\u00e1lem marketingu \u0159\u00eddit odpov\u011bdnou transformaci a jeho sou\u010dasn\u00fdm stavem.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Vzestup ESG a odpov\u011bdn\u00e9ho marketingu<\/h2>\n\n\n\n<p>Krit\u00e9ria ESG se stala m\u011b\u0159\u00edtkem odpov\u011bdn\u00e9ho podnik\u00e1n\u00ed. P\u0159edn\u00ed investo\u0159i jako Blackrock a Vanguard prok\u00e1zali, \u017ee ziskovost m\u016f\u017ee existovat sou\u010dasn\u011b s odpov\u011bdn\u00fdm p\u0159\u00edstupem k podnik\u00e1n\u00ed. Nap\u0159\u00edklad \u010dasopis Forbes ned\u00e1vno uvedl n\u011bkolik fond\u016f s nejlep\u0161\u00edmi v\u00fdsledky v oblasti ESG, v\u010detn\u011b fondu Vanguard FTSE Social Index Fund a fondu iShares MSCI USA ESG Select ETF.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Pot\u0159eba marketingov\u00e9 transformace<\/h3>\n\n\n\n<p>Marketing, tradi\u010dn\u011b zam\u011b\u0159en\u00fd na maximalizaci zisku, mus\u00ed nyn\u00ed zahrnovat z\u00e1sady odpov\u011bdnosti a d\u016fv\u011bry. Tato transformace je kl\u00ed\u010dov\u00e1 nejen pro obnoven\u00ed d\u016fv\u011bry, ale tak\u00e9 pro zaji\u0161t\u011bn\u00ed dlouhodob\u00e9 udr\u017eitelnosti. Marketing mus\u00ed p\u0159ekro\u010dit kr\u00e1tkodob\u00fd zisk a zam\u011b\u0159it se na vytv\u00e1\u0159en\u00ed hodnot pro v\u0161echny z\u00fa\u010dastn\u011bn\u00e9 strany, v\u010detn\u011b spole\u010dnosti a \u017eivotn\u00edho prost\u0159ed\u00ed.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">P\u0159edstavujeme ExtrAgility<\/h2>\n\n\n\n<p>ExtrAgility je koncept, kter\u00fd roz\u0161i\u0159uje principy agiln\u00edho marketingu o spole\u010denskou odpov\u011bdnost firem (CSR), krit\u00e9ria ESG a c\u00edle udr\u017eiteln\u00e9ho rozvoje (SDGs). Zd\u016fraz\u0148uje roli ka\u017ed\u00e9ho zam\u011bstnance p\u0159i usnad\u0148ov\u00e1n\u00ed \u0159\u00edzen\u00ed a odpov\u011bdn\u00fdch postup\u016f a zaji\u0161\u0165uje, aby tyto hodnoty byly zakotveny na v\u0161ech \u00farovn\u00edch organizace.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u010cty\u0159i pil\u00ed\u0159e extrAgility: Transparentnost, autenticita, empatie a udr\u017eitelnost.<\/h3>\n\n\n\n<p>ExtrAgility integruje n\u011bkolik kl\u00ed\u010dov\u00fdch princip\u016f do r\u00e1mce agiln\u00edho marketingu, kter\u00fd je strukturov\u00e1n kolem \u010dty\u0159 z\u00e1kladn\u00edch pil\u00ed\u0159\u016f:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Transparentnost<\/strong>: Pochopen\u00ed a \u0159e\u0161en\u00ed regula\u010dn\u00edho prost\u0159ed\u00ed a vn\u011bj\u0161\u00edch dopad\u016f marketingov\u00fdch aktivit. Transparentnost zaji\u0161\u0165uje, \u017ee v\u0161echny marketingov\u00e9 postupy jsou otev\u0159en\u00e9 a \u010destn\u00e9, co\u017e podporuje d\u016fv\u011bru spot\u0159ebitel\u016f a z\u00fa\u010dastn\u011bn\u00fdch stran.<\/li>\n\n\n\n<li><strong>Autenti\u010dnost<\/strong>: Zohledn\u011bn\u00ed \u0161ir\u0161\u00edch politick\u00fdch a ekonomick\u00fdch souvislost\u00ed a zaji\u0161t\u011bn\u00ed etick\u00fdch postup\u016f v marketingu. Autenticita vy\u017eaduje, aby market\u00e9\u0159i byli up\u0159\u00edmn\u00ed ve sv\u00fdch sd\u011blen\u00edch a \u010dinech a sladili hodnoty sv\u00e9 zna\u010dky s marketingov\u00fdmi postupy.<\/li>\n\n\n\n<li><strong>Empatie<\/strong>: Zam\u011b\u0159en\u00ed na vytv\u00e1\u0159en\u00ed hodnot pro spole\u010dnost, zejm\u00e9na pro segmenty, kter\u00fdm se nedost\u00e1v\u00e1 dostate\u010dn\u00e9 p\u00e9\u010de. Empatie zahrnuje pochopen\u00ed a \u0159e\u0161en\u00ed pot\u0159eb a obav spot\u0159ebitel\u016f, zejm\u00e9na t\u011bch na dn\u011b pyramidy, a zaji\u0161t\u011bn\u00ed toho, aby marketingov\u00e9 \u00fasil\u00ed pozitivn\u011b p\u0159isp\u00edvalo k jejich \u017eivotu.<\/li>\n\n\n\n<li><strong>Udr\u017eitelnost<\/strong>: Podpora udr\u017eiteln\u00fdch postup\u016f, kter\u00e9 p\u0159isp\u00edvaj\u00ed k ob\u011bhov\u00e9mu hospod\u00e1\u0159stv\u00ed a zm\u00edr\u0148uj\u00ed zm\u011bnu klimatu. Udr\u017eitelnost zaji\u0161\u0165uje, \u017ee marketingov\u00e9 postupy jsou \u0161etrn\u00e9 k \u017eivotn\u00edmu prost\u0159ed\u00ed a podporuj\u00ed dlouhodobou ekologickou rovnov\u00e1hu.<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">Principy ExtrAgility<\/h3>\n\n\n\n<p>ExtrAgility integruje tyto \u010dty\u0159i pil\u00ed\u0159e do r\u00e1mce agiln\u00edho marketingu prost\u0159ednictv\u00edm n\u011bkolika kl\u00ed\u010dov\u00fdch princip\u016f:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Regulace trhu a externality<\/strong>: Zaji\u0161t\u011bn\u00ed souladu marketingov\u00fdch aktivit s p\u0159edpisy a zohledn\u011bn\u00ed jejich \u0161ir\u0161\u00edch dopad\u016f.<\/li>\n\n\n\n<li><strong>Politick\u00e1 ekonomie a etick\u00fd marketing<\/strong>: Zahrnut\u00ed etick\u00fdch aspekt\u016f a pochopen\u00ed ekonomick\u00fdch souvislost\u00ed.<\/li>\n\n\n\n<li><strong>Soci\u00e1ln\u00ed marketing a spodn\u00ed \u010d\u00e1st pyramidy<\/strong>: Vytv\u00e1\u0159en\u00ed hodnot pro spole\u010dnost, zejm\u00e9na pro komunity s nedostate\u010dnou p\u00e9\u010d\u00ed.<\/li>\n\n\n\n<li><strong>Ob\u011bhov\u00e9 hospod\u00e1\u0159stv\u00ed a zm\u011bna klimatu<\/strong>: P\u0159ij\u00edm\u00e1n\u00ed udr\u017eiteln\u00fdch postup\u016f, kter\u00e9 podporuj\u00ed environment\u00e1ln\u00ed c\u00edle.<\/li>\n\n\n\n<li><strong>Kultovn\u00ed a influencersk\u00fd marketing, dezinformace a soci\u00e1ln\u00ed zlomy<\/strong>: \u0158e\u0161en\u00ed etick\u00fdch probl\u00e9m\u016f modern\u00edch marketingov\u00fdch postup\u016f.<\/li>\n\n\n\n<li><strong>\u0160t\u011bst\u00ed a pohoda<\/strong>: Zaji\u0161t\u011bn\u00ed toho, aby marketingov\u00e9 postupy p\u0159isp\u00edvaly k blahu spot\u0159ebitel\u016f a spole\u010dnosti.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Integrace odpov\u011bdn\u00e9ho marketingu do agiln\u00edch postup\u016f<\/h2>\n\n\n\n<p>Pro \u00fa\u010dinn\u00e9 za\u010dlen\u011bn\u00ed odpov\u011bdn\u00e9ho marketingu do agiln\u00edch postup\u016f je nezbytn\u00e9 tyto z\u00e1sady kodifikovat a vypracovat praktick\u00e1 cvi\u010den\u00ed, kter\u00e1 podporuj\u00ed odpov\u011bdn\u00e9 chov\u00e1n\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Praktick\u00e1 cvi\u010den\u00ed na podporu odpov\u011bdnosti<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\">P\u0159\u00edpad 1: Jednotlivci a interakce nad procesy a n\u00e1stroji<\/h4>\n\n\n\n<p>Zam\u011b\u0159te se na podporu skute\u010dn\u00fdch mezilidsk\u00fdch vztah\u016f a inkluzivn\u00ed zohledn\u011bn\u00ed v\u0161ech z\u00fa\u010dastn\u011bn\u00fdch stran.<\/p>\n\n\n\n<p><strong>Od\u016fvodn\u011bn\u00ed<\/strong>: Conway\u016fv z\u00e1kon \u0159\u00edk\u00e1, \u017ee organizace \u010dasto navrhuj\u00ed syst\u00e9my, kter\u00e9 odr\u00e1\u017eej\u00ed jejich vlastn\u00ed komunika\u010dn\u00ed struktury. N\u00e1stroje samotn\u00e9 nemohou napravit nefunk\u010dn\u00ed struktury. Je nezbytn\u00e9 up\u0159ednost\u0148ovat jednotlivce a interakce, aby bylo zaji\u0161t\u011bno, \u017ee v\u0161echny hlasy budou vysly\u0161eny a zohledn\u011bny.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">P\u0159\u00edpad 2: Skupinov\u00e1 pr\u00e1ce nad individu\u00e1ln\u00edmi \u00fakoly<\/h4>\n\n\n\n<p>Podporovat kolektivn\u00ed pracovn\u00ed \u0159e\u0161en\u00ed, kter\u00e1 podporuj\u00ed komunitu a za\u010dlen\u011bn\u00ed.<\/p>\n\n\n\n<p><strong>Od\u016fvodn\u011bn\u00ed<\/strong>: Price\u016fv z\u00e1kon \u0159\u00edk\u00e1, \u017ee mal\u00e1 \u010d\u00e1st t\u00fdmu \u010dasto vytv\u00e1\u0159\u00ed v\u00fdznamnou \u010d\u00e1st produkce. D\u016fraz na kolektivn\u00ed pr\u00e1ci zaji\u0161\u0165uje, \u017ee v\u0161ichni \u010dlenov\u00e9 t\u00fdmu p\u0159isp\u00edvaj\u00ed k vytv\u00e1\u0159en\u00ed komer\u010dn\u00ed a spole\u010densk\u00e9 hodnoty.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">P\u0159\u00edpad 3: Spolupr\u00e1ce se z\u00e1kazn\u00edky p\u0159i vyjedn\u00e1v\u00e1n\u00ed<\/h4>\n\n\n\n<p>Analyzovat vn\u011bj\u0161\u00ed vlivy a vytv\u00e1\u0159et sc\u00e9n\u00e1\u0159e v\u00fdhodn\u00e9 pro z\u00e1kazn\u00edky a spole\u010dnost.<\/p>\n\n\n\n<p><strong>Od\u016fvodn\u011bn\u00ed<\/strong>: Nashova rovnov\u00e1ha ukazuje d\u016fle\u017eitost vz\u00e1jemn\u011b v\u00fdhodn\u00fdch interakc\u00ed. Zaji\u0161t\u011bn\u00ed toho, aby marketingov\u00e9 postupy p\u0159in\u00e1\u0161ely z\u00e1kazn\u00edk\u016fm a spole\u010dnosti skute\u010dnou hodnotu, podporuje d\u016fv\u011bru a dlouhodob\u00e9 vztahy.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">P\u0159\u00edpad 4: Reakce na zm\u011bnu m\u00edsto dodr\u017eov\u00e1n\u00ed pl\u00e1nu<\/h4>\n\n\n\n<p>Pou\u017eijte Dannemiller\u016fv vzorec pro zm\u011bnu, abyste p\u0159ekonali vnit\u0159n\u00ed odpor a podpo\u0159ili kulturu neust\u00e1l\u00e9ho zlep\u0161ov\u00e1n\u00ed.<\/p>\n\n\n\n<p><strong>Od\u016fvodn\u011bn\u00ed<\/strong>: Zm\u011bna nastane, kdy\u017e nespokojenost se sou\u010dasn\u00fdm stavem v kombinaci s jasnou viz\u00ed a konkr\u00e9tn\u00edmi kroky p\u0159ev\u00e1\u017e\u00ed nad odporem. Pro udr\u017eitelnou transformaci je nezbytn\u00e9 zam\u011b\u0159it se na odhodl\u00e1n\u00ed a zlep\u0161en\u00ed organiza\u010dn\u00ed kultury.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Z\u00e1v\u011br<\/h2>\n\n\n\n<p>Modern\u00ed marketing, navzdory technologick\u00e9mu pokroku, \u010dasto zaost\u00e1v\u00e1 v odpov\u011bdnosti a d\u016fv\u011bryhodnosti. Za\u010dlen\u011bn\u00edm princip\u016f ExtrAgility do agiln\u00edch marketingov\u00fdch postup\u016f m\u016f\u017eeme marketing prom\u011bnit v s\u00edlu pro dobro. Tento p\u0159\u00edstup nejen obnovuje d\u016fv\u011bru, ale tak\u00e9 zaji\u0161\u0165uje, \u017ee marketing pozitivn\u011b p\u0159isp\u00edv\u00e1 ke spole\u010dnosti a \u017eivotn\u00edmu prost\u0159ed\u00ed. Pro p\u0159ijet\u00ed odpov\u011bdn\u00e9ho marketingu mus\u00ed podniky p\u0159ijmout z\u00e1sady ExtrAgility. To zahrnuje p\u0159ehodnocen\u00ed tradi\u010dn\u00edch postup\u016f, up\u0159ednostn\u011bn\u00ed etick\u00fdch hledisek a podporu kultury neust\u00e1l\u00e9ho zlep\u0161ov\u00e1n\u00ed. T\u00edmto zp\u016fsobem se m\u016f\u017ee marketing vyvinout v discipl\u00ednu, kter\u00e1 skute\u010dn\u011b vyva\u017euje zisk, lidi a planetu.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Odkazy<\/h3>\n\n\n\n<p>Sdru\u017een\u00ed spot\u0159ebitel\u016f Kanady CAC (n.d.). Historie 1947-1997. Z\u00edsk\u00e1no 2024 z <a href=\"http:\/\/www.consumer.ca\/en\/history\/\">http:\/\/www.consumer.ca\/en\/history\/<\/a><\/p>\n\n\n\n<p>Conway, E. (1968). Jak v\u00fdbory vym\u00fd\u0161lej\u00ed. <em>Datamation, 14<\/em>(4), 28-31.<\/p>\n\n\n\n<p>Dannemiller, K., &amp; Jacobs, R.W. (1992). Inspirov\u00e1no Davidem Gleicherem a p\u016fvodn\u011b publikov\u00e1no Richardem Beckhardem.<\/p>\n\n\n\n<p>De Solla Price, Derek J. (1963). <em>Mal\u00e1 v\u011bda, velk\u00e1 v\u011bda<\/em>. New York: New York: Columbia University Press.<\/p>\n\n\n\n<p>Edelman. (2024). <em>2024 Metodika Edelman Trust Barometer<\/em>. Ka\u017edoro\u010dn\u00ed online pr\u016fzkum ve 24. ro\u010dn\u00edku. Pr\u00e1ce v ter\u00e9nu: 3. listopadu - 22. listopadu 2023.<\/p>\n\n\n\n<p>Elkington, J. (1997). Troj\u00ed v\u00fdsledek. <em>\u0158\u00edzen\u00ed \u017eivotn\u00edho prost\u0159ed\u00ed: \u010cten\u00ed a p\u0159\u00edpady<\/em>, 2, 49-66.<\/p>\n\n\n\n<p>Hormaza, T. (2022, duben). Srovn\u00e1vac\u00ed studie struktury webov\u00fdch str\u00e1nek a n\u00e1vrh intragility, interagility a extragility jako kontextu\u00e1ln\u00edho r\u00e1mce pro veden\u00ed adaptivn\u00ed cesty k agilit\u011b podniku [MBA Project]. Universit\u00e9 Laval, Facult\u00e9 Administration des affaires (FSA) Qu\u00e9bec, Kanada.<\/p>\n\n\n\n<p>Hormaza Dow, T. (2022, 16. prosince). <em>Agilita a dal\u0161\u00ed aspekty modern\u00edho marketingu: Odpov\u011bdn\u00fd marketing<\/em>. Prezentace MBA: MBA: Responsible Marketing and ExtrAgility, Universit\u00e9 Laval, Faculty of Business Administration.<\/p>\n\n\n\n<p>Kotler, P., Kartajaya, H., &amp; Setiawan, I. (2021). <em>Marketing 5.0: Technologie pro lidstvo<\/em>. John Wiley &amp; Sons.<\/p>\n\n\n\n<p>Larman, Craig. <em>Agiln\u00ed a iterativn\u00ed v\u00fdvoj: pr\u016fvodce mana\u017eera<\/em>. Pearson Education India, 2004.<\/p>\n\n\n\n<p>Martin, K. D., &amp; Murphy, P. E. (2017). \u00daloha ochrany osobn\u00edch \u00fadaj\u016f v marketingu. <em>Journal of the Academy of Marketing Science, 45<\/em>(2), 135-155.<\/p>\n\n\n\n<p>McGuinness, T. D., &amp; Schank, H. (2021). <em>Moc pro ve\u0159ejnost: P\u0159\u00edslib technologi\u00ed ve ve\u0159ejn\u00e9m z\u00e1jmu<\/em>. Princeton University Press.<\/p>\n\n\n\n<p>Morningstar, Helen. (1977). \"Sdru\u017een\u00ed spot\u0159ebitel\u016f Kanady - historie efektivn\u00ed organizace\". <em>Canadian Business Review, 4<\/em> (podzim), 30-33.<\/p>\n\n\n\n<p>Nash Jr, John F. (1950). Rovnov\u00e1\u017en\u00e9 body ve hr\u00e1ch s n osobami. <em>Sborn\u00edk N\u00e1rodn\u00ed akademie v\u011bd, 36<\/em>(1), 48-49.<\/p>\n\n\n\n<p>Petersen, Kai a Claes Wohlin. (2009). Srovn\u00e1n\u00ed probl\u00e9m\u016f a v\u00fdhod agiln\u00edho a inkrement\u00e1ln\u00edho v\u00fdvoje mezi sou\u010dasn\u00fdm stavem a pr\u016fmyslov\u00fdm p\u0159\u00edpadem. <em>Journal of systems and software, 82<\/em>(9), 1479-1490.<\/p>\n\n\n\n<p>Soundararajan, Shvetha. (2013). <em>Hodnocen\u00ed agiln\u00edch metod: Zkoum\u00e1n\u00ed adekv\u00e1tnosti, schopnosti a efektivity: P\u0159\u00edstup zalo\u017een\u00fd na c\u00edlech, principech a strategi\u00edch<\/em>. Diss. Virginia Polytechnic Institute and State University.<\/p>","protected":false},"excerpt":{"rendered":"<p>ABSTRAKT: ExtrAgility nab\u00edz\u00ed komplexn\u00ed p\u0159\u00edstup k modern\u00edmu marketingu a sm\u011b\u0159uje ho k odpov\u011bdn\u011bj\u0161\u00ed a d\u016fv\u011bryhodn\u011bj\u0161\u00ed budoucnosti. Za\u010dlen\u011bn\u00edm t\u011bchto princip\u016f do agiln\u00edch marketingov\u00fdch postup\u016f mohou podniky obnovit d\u016fv\u011bru, pozitivn\u011b p\u0159isp\u011bt spole\u010dnosti a zajistit udr\u017eiteln\u00fd r\u016fst. ExtrAgility nejen\u017ee zvy\u0161uje efektivitu marketingu, ale tak\u00e9 jej uv\u00e1d\u00ed do souladu s \u0161ir\u0161\u00edmi c\u00edli spole\u010dnosti a [...]<\/p>","protected":false},"author":1,"featured_media":309,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-308","page","type-page","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Transforming Modern Marketing: Embracing ExtrAgility for Responsible Practices - Business Agility+AI<\/title>\n<meta name=\"description\" content=\"Transform marketing with ExtrAgility: integrating transparency, authenticity, empathy, and sustainability for ethical and responsible practices\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/businessagility.education\/blog\/cs\/extragility-responsible-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Transforming Modern Marketing: Embracing ExtrAgility for Responsible Practices - 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