Agile Marketing

Unlock Adaptive and Data-Driven Marketing for Long-Term Success
1. Auflage 2022
ISBN: 978-1-3986-0510-7
Verlag: Kogan Page

Buch, Englisch, 288 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 652 g

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.

Autoren/Hrsg.

Perkin, Neil

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Management Geschäftswettbewerb

Inhaltsverzeichnis

• 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

Über Autor(innen)

Perkin, Neil
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 series 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.

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.