Fast reaction, proactivity and client requirements changing have made businesses flexible. Agile marketing fits the flexibility of business enabling efficiency in project management, that's why Strategy is important: flexibility shouldn't lead to chaos.
Are you going into a new market? Do you need to find new clients for a new product? Even if you already have a great market position, you could need to rethink your marketing rom the scratch . Marketing project: success by Control, Know-How and Commitment.