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The 6 disciplines of agile marketing : proven practices for more effective marketing and better business results /
"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...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
John Wiley & Sons, Inc.,
[2021]
|
| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
MARC
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| 100 | 1 | |a Ewel, Jim, |e author. | |
| 245 | 1 | 4 | |a The 6 disciplines of agile marketing : |b proven practices for more effective marketing and better business results / |c Jim Ewel. |
| 246 | 3 | |a Six disciplines of agile marketing | |
| 264 | 1 | |a Hoboken, New Jersey : |b John Wiley & Sons, Inc., |c [2021] | |
| 300 | |a 1 online resource (xxii, 282 pages) : |b illustrations (chiefly color) | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 504 | |a Includes bibliographical references and index. | ||
| 520 | |a "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 manufacturing companies, to educational institutions and non-profits. There are a number of books that have evangelized Agile Marketing, explaining why traditional marketing is broken, and why Agile is the right approach. There is not, however, a book that provides guidance on how to adopt Agile in marketing organizations, particularly mid-size to larger organizations. Agile has completely transformed software development and is poised to transform marketing. The Six Disciplines of Agile Marketing details the six disciplines to master and four organizational shifts that must occur for a successful adoption of Agile in marketing"-- |c Provided by publisher | ||
| 588 | 0 | |a Online resource; title from digital title page (viewed on October 05, 2020). | |
| 505 | 0 | |a 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. | |
| 590 | |a O'Reilly |b O'Reilly Online Learning: Academic/Public Library Edition | ||
| 650 | 0 | |a Marketing. | |
| 650 | 0 | |a Business enterprises |x Marketing. | |
| 650 | 0 | |a Agile software development. | |
| 650 | 6 | |a Marketing. | |
| 650 | 6 | |a Méthodes agiles (Développement de logiciels) | |
| 650 | 7 | |a marketing. |2 aat | |
| 650 | 7 | |a Agile software development |2 fast | |
| 650 | 7 | |a Business enterprises |x Marketing |2 fast | |
| 650 | 7 | |a Marketing |2 fast | |
| 776 | 0 | 8 | |i Print version: |a Ewel, Jim. |t Six disciplines of agile marketing. |b First edition. |d Hoboken : Wiley, 2020 |z 9781119712039 |w (DLC) 2020029251 |
| 856 | 4 | 0 | |u https://learning.oreilly.com/library/view/~/9781119712039/?ar |z Texto completo (Requiere registro previo con correo institucional) |
| 938 | |a ProQuest Ebook Central |b EBLB |n EBL6341957 | ||
| 938 | |a EBSCOhost |b EBSC |n 2613032 | ||
| 938 | |a YBP Library Services |b YANK |n 301520950 | ||
| 994 | |a 92 |b IZTAP | ||