Neil Perkin

Agile Marketing (eBook, ePUB)

Unlock Adaptive and Data-driven Marketing for Long-term Success

• Format: ePub

Produktbeschreibung

Create and apply responsive and adaptive marketing principles and practices with this guide to redesigning marketing structures, processes and culture, to be fit for purpose in today's changeable environment.

Agile Marketing is an essential and practical roadmap to transforming your marketing by applying agile principles at scale and overcoming mindset and culture challenges to enable greater efficiency and quicker response times. Covering areas such as putting data and automation at the centre of agility, measuring success and creating and maintaining space for innovation, it features a range of invaluable frameworks, practical guidance and insightful examples from organizations such as Dell and Pepsi.

Written by a recognized agile expert and marketing thought-leader who has worked with marketing teams in some of the largest global organizations, Agile Marketing also explores how to empower high-performing marketing teams and develop and pivot agile campaigns and content. Featuring tips and tools throughout and a step-by-step agile marketing transformation blueprint, it is a crucial resource for creating effective and streamlined marketing today and into the future.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 288
• Erscheinungstermin: 3. April 2022
• Englisch
• ISBN-13: 9781398605114
• Artikelnr.: 63624849

Autorenporträt

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

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• 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

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