Agile Marketing

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.

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.

Includes case studies and examples from a range of major organizations, including Santander, Boots and Vodafone

Autorentext
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.

Zusammenfassung
"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

Inhalt

• 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