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

Apply and scale agile processes and principles to create innovative and responsive marketing, to drive growth and adapt to today's changing and unpredictable environment.

List of contents

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

About the author

Neil Perkin

Product details

• Authors: Neil Perkin, Perkin Neil
• Publisher: Kogan Page
• Languages: English
• Product format: Hardback
• Released: 03.04.2022
• EAN: 9781398605121
• ISBN: 978-1-3986-0512-1
• No. of pages: 288
• Dimensions: 162 mm x 240 mm x 26 mm
• Weight: 680 g
• Subjects: Social sciences, law, business > Business > Advertising, marketing; BUSINESS & ECONOMICS / Strategic Planning, BUSINESS & ECONOMICS / Marketing / General, Sales & marketing management, business strategy, Sales & marketing, Business competition, Sales and marketing, BUSINESS & ECONOMICS / E-Commerce / Digital Marketing, Sales and marketing management