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Abstract
In a context of dynamic markets and business digitalization, agile methodologies have emerged as key tools to optimize strategic marketing management. This study performs a systematic review following the PRISMA protocol, with the objective of analyzing the impact of organizational agility on marketing strategy. 429 high-impact database articles were collected, of which 14 were selected to meet the inclusion and exclusion criteria. For content analysis, the IRAMUTEQ software was used, allowing four main thematic clusters to be identified: Agility and cost management, Originality and market, Project management and administration, Strategic purpose and performance. The results suggest that the adoption of agile methodologies in marketing improves responsiveness to uncertain environments, optimizes decision-making and facilitates the customization of strategies in real time. However, organizational barriers were also identified, such as resistance to change and the need for specialized training. It is concluded that the integration of agile methodologies in strategic marketing represents an innovative and adaptable approach, although its implementation requires overcoming structural challenges. Future research may explore empirical studies on its impact in various sectors and business models.
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