The 6 disciplines of agile marketing : proven practices for more effective marketing and better business results /

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"The Six Disciplines of Agile Marketing provides a framework for how to adopt Agile in marketing organizations. This framework is based on the author's experience helping over 60 organizations adopt Agile, from Fortune 500 companies, to Silicon Valley growth companies, to mid-size manufact...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Ewel, Jim (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hoboken, New Jersey : John Wiley & Sons, Inc., [2021]
Temas:
Marketing.
Business enterprises > Marketing.
Agile software development.
Méthodes agiles (Développement de logiciels)
marketing.
Agile software development
Business enterprises > Marketing
Marketing
Acceso en línea:Texto completo
Texto completo
Tabla de Contenidos:
  • PART I Overview
  • Challenges Facing Marketers Today
  • What Is Agile Marketing?
  • PART II The Six Disciplines
  • Introduction to the Six Disciplines
  • Overview of an Agile Marketing Adoption
  • Alignment
  • Structure
  • Process Management
  • Scrum
  • Kanban
  • Scrumban
  • Validated Learning
  • Adapting to Change
  • Creating Remarkable Customer Experiences
  • PART III The Four Shifts
  • Introduction to the Four Shifts
  • From Outputs to Outcomes
  • From Campaigns to Continuous Improvement
  • From Internal Focus to Customer Focus
  • From Top-Down to Decentralized Decision-Making
  • PART IV: Succeeding With Agile Marketing
  • Building Support for Agile Marketing
  • Agile Kickoff: The First Six Months
  • Sustaining Agile Marketing
  • The Role of the Agile Leader
  • Integrating Agile with Traditional Marketing Methods
  • Scaling Agile Marketing to Large Teams
  • The Future of Agile Marketing.

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