Apply and scale agile processes and principles to create innovative and responsive marketing, to drive growth and adapt to today's changing and unpredictable environment.
Apply and scale agile processes and principles to create innovative and responsive marketing, to drive growth and adapt to today's changing and unpredictable environment.
Neil Perkin is the founder of Only Dead Fish, a consultancy which specializes in digital strategy, transformation and agility. Based in Sussex, UK, he has run marketing training and consulted on marketing transformation and capability with a variety of large, multi-national businesses and curates the Firestarters thought leadership events for Google UK. A regular keynote speaker, he has written for Econsultancy, Marketing Week and The Marketing Society and has been named by Sage as a 'Top 100 Global Business Influencer'. He is also the author of Agile Transformation and the co-author of Building The Agile Business Through Digital Transformation, both published by Kogan Page.
Inhaltsangabe
Section ONE: The agile marketing opportunity; Chapter 01: Marketing in the digital age; Chapter 02: Defining agile marketing what it is, and what it's not; Chapter 03: Agile process and principles; Section TWO: Agile marketing strategy; Chapter 04: Understanding context and situational awareness; Chapter 05: Adaptive strategy; Section THREE: Agile marketing execution; Chapter 06: Using sprints; Chapter 07: Applying methodology to marketing execution; Section FOUR: Scaling agile marketing; Chapter 08: Agile marketing structures; Chapter 09: Agile marketing at scale; Chapter 10: Agile resourcing; Section FIVE: Agility from data; Chapter 11: Why data is the foundation of agile; Chapter 12: Learning well with data; Section SIX: Agile marketing culture and leadership; Chapter 13: What is agile culture in marketing?; Chapter 14: A culture of exploration; Chapter 15: Empowering high performing marketing teams; Section SEVEN: The agile marketing transformation; Chapter 16: Conclusion
Section - ONE: The agile marketing opportunity;
Chapter - 01: Marketing in the digital age;
Chapter - 02: Defining agile marketing - what it is, and what it's not;
Chapter - 03: Agile process and principles;
Section - TWO: Agile marketing strategy;
Chapter - 04: Understanding context and situational awareness;
Chapter - 05: Adaptive strategy;
Section - THREE: Agile marketing execution;
Chapter - 06: Using sprints;
Chapter - 07: Applying methodology to marketing execution;
Section - FOUR: Scaling agile marketing;
Chapter - 08: Agile marketing structures;
Chapter - 09: Agile marketing at scale;
Chapter - 10: Agile resourcing;
Section - FIVE: Agility from data;
Chapter - 11: Why data is the foundation of agile;
Chapter - 12: Learning well with data;
Section - SIX: Agile marketing culture and leadership;
Chapter - 13: What is agile culture in marketing?;
Section ONE: The agile marketing opportunity; Chapter 01: Marketing in the digital age; Chapter 02: Defining agile marketing what it is, and what it's not; Chapter 03: Agile process and principles; Section TWO: Agile marketing strategy; Chapter 04: Understanding context and situational awareness; Chapter 05: Adaptive strategy; Section THREE: Agile marketing execution; Chapter 06: Using sprints; Chapter 07: Applying methodology to marketing execution; Section FOUR: Scaling agile marketing; Chapter 08: Agile marketing structures; Chapter 09: Agile marketing at scale; Chapter 10: Agile resourcing; Section FIVE: Agility from data; Chapter 11: Why data is the foundation of agile; Chapter 12: Learning well with data; Section SIX: Agile marketing culture and leadership; Chapter 13: What is agile culture in marketing?; Chapter 14: A culture of exploration; Chapter 15: Empowering high performing marketing teams; Section SEVEN: The agile marketing transformation; Chapter 16: Conclusion
Section - ONE: The agile marketing opportunity;
Chapter - 01: Marketing in the digital age;
Chapter - 02: Defining agile marketing - what it is, and what it's not;
Chapter - 03: Agile process and principles;
Section - TWO: Agile marketing strategy;
Chapter - 04: Understanding context and situational awareness;
Chapter - 05: Adaptive strategy;
Section - THREE: Agile marketing execution;
Chapter - 06: Using sprints;
Chapter - 07: Applying methodology to marketing execution;
Section - FOUR: Scaling agile marketing;
Chapter - 08: Agile marketing structures;
Chapter - 09: Agile marketing at scale;
Chapter - 10: Agile resourcing;
Section - FIVE: Agility from data;
Chapter - 11: Why data is the foundation of agile;
Chapter - 12: Learning well with data;
Section - SIX: Agile marketing culture and leadership;
Chapter - 13: What is agile culture in marketing?;
Section - SEVEN: The agile marketing transformation;
Chapter - 16: Conclusion
Rezensionen
"There is ongoing debate about whether the principles of marketing itself have changed. But what should be clear to all is that *how* marketing is executed has changed and agile is key to that. Somewhat surprisingly, though, marketers have been slow to really understand what agile means for marketing. This book should be required reading for any marketer wanting to learn how marketing needs now to operate." Ashley Friedlein, CEO, Guild and Founder, Econsultancy
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