The Agile Marketer: Turning Customer Experience Into Your Competitive Advantage
John Wiley & Sons, 29 בפבר׳ 2016 - 240 עמודים
The marketer's guide to modernizing platforms and practices
Marketing in the digital era is a whole new game: it's fundamentally about competing on the customer experience. Marketers must integrate a complex set of technologies to capture the customer's digital body language—and thereby deliver the right experiences, at the right times, via the right channels. This approach represents a formidable technological and practical challenge that few marketers have experience with.
The methods that enable marketers to meet this challenge are emerging from an unexpected place: the world of software development. The Agile methodologies that once revolutionized software development are now revolutionizing marketing.
Agile provides the foundation for alignment between the marketing and product management sides. It can unleash a whole array of new marketing opportunities for growth hacking as well as for "baking" marketing directly into your products or services. Beyond that, as a discipline it can serve as a bridge to strategic alignment, positioning the chief marketing officer alongside the chief product officer as the two primary drivers of the business.
Written by a premier practitioner of modern marketing, this book will provide you with:
Rich with examples, case studies, illustrations, and exercises drawn from the author's wide-ranging experience (from startups to a top global technology company), The Agile Marketer will help you transform marketing in your organization, in spirit and practice—and help realize its critical roles in product management and the customer experience.
מה אומרים אנשים - כתיבת ביקורת
How Development Methods Influence
The Modern Marketers Challenge
Marketing and the Role of Automation
The Rise of Agile
A Snapshot of Leading Methods
Lean Meets Agile
More Methods to Link Marketing
Marketings Role in the Customer
k k IV Modern Marketing and the Customer
Lessons from the Collaborative Economy
An Agile Approach
k Appendix 2 The Product Managers Perspective on Agile
About the Author
The Agile Marketing Manifesto
Linking Innovation and Customer Experience