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Mastering marketing agility transform your marketing teams and evolve your organization /
The leading authority on agile marketing shows how to build marketing operations that can pivot freely and yet remain committed to priorities. /> />As a marketer, are you tired of chasing marketing fads and algorithm rumors that seem to change every couple of months' This guide to buildin...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Autor Corporativo: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
[S.l.] :
Berrett-Koehler Publishers,
2020.
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| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- Cover
- Half Title
- Title
- Copyright
- Dedication
- Contents
- Foreword
- Preface
- PART 1 PRINCIPLES: The Fertile Soil of Marketing Agility
- Principle 1: Customer Focus
- Principle 2: Radical Transparency
- Principle 3: Continuous Improvement
- Principle 4: Adaptability
- Principle 5: Trust
- Principle 6: Bias toward Action
- Principle 7: Courage
- Antipatterns to Avoid
- PART 2 PEOPLE: The Peskiest (and Most Powerful) Part of Agile Systems
- The Unstoppable Force of High-Performing Teams
- The Making of an Execution Team
- Incorporating Strategic Perspective: Strategy Groups
- Teams of Teams, or Forming Packs
- Leadership Teams
- Advancing an Agile Career
- Psychological Safety: The Key to High-Performing Teams
- Designing Your Perfect Agile Environment
- PART 3 PROCESSES: Separating What We Do from How We Do It
- Phase 1 of the What Cycle: The Annual Plan
- Phase 2 of the What Cycle: The Quarterly Plan
- Process Nerds Unite: How Work Gets Done in an Agile Marketing System
- PART 4 PRACTICES: Daily Activities for Achieving Lasting Agility
- Practical Advice for Agile Marketing Teams
- Before Beginning Flow: Visualizing Work
- Shared Practices: Queues
- Shared Practices: Rimarketing Meetings
- The Execution Team in Flow
- The Execution Team in Iteration
- Differences between Flow and Iteration
- Measuring Rimarketing in Flow and Iteration
- Where Do Subject-Matter Experts Fit In?
- What Happens when Your Partners Aren't Agile (Yet)?
- PART 5 TRANSFORMATION: The Path from Here to There
- The Perils of Pi lots (and How to Avoid Them)
- Scaling Marketing Agility
- Rimarketing in an Imperfect World
- Getting from Here to There
- CONCLUSION
- Acknowledgments
- Index
- A
- B
- C
- D
- E
- F
- G
- H
- I
- J
- K
- L
- M
- N
- O
- P
- Q
- R
- S
- T
- V
- W
- Y
- About the Author