The Agile Marketer: Turning Customer Experience Into Your Competitive Advantage

כריכה קדמית
John Wiley & Sons, 29 בפבר׳ 2016 - 240 עמודים
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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:

  • Insights on the evolution of product development and management in the organization—and why marketing must partner with them in the new era
  • An understanding of Agile methods and their application to marketing
  • A plan for integrating Agile with your traditional methods
  • Tactics to drive alignment with product management
  • A pathway to becoming the steward of customer experience

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.

 

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תוכן

How Development Methods Influence
3
The Modern Marketers Challenge
13
Marketing and the Role of Automation
21
The Rise of Agile
29
A Snapshot of Leading Methods
43
Lean Meets Agile
53
Key Considerations
63
Common Objections
75
More Methods to Link Marketing
97
Marketings Role in the Customer
109
k k IV Modern Marketing and the Customer
121
Lessons from the Collaborative Economy
139
An Agile Approach
165
k Appendix 2 The Product Managers Perspective on Agile
183
Resources
197
About the Author
207

The Agile Marketing Manifesto
81
Linking Innovation and Customer Experience
87

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מידע על המחבר (2016)

ROLAND SMART serves as the VP of Social & Community Marketing at Oracle, where he oversees a range of programs designed to enrich the communities associated with Oracle's products and services. His previous experience includes foundational roles at a number of start-ups. He speaks at industry events such as the ad:tech, Modern Marketing Experience, The Social Media Optimization Conference, and SXSW. He has also written for such industry publications as Forbes and iMedia.

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