Neil Perkin: Agile Marketing | Taschenbuch

Cover: 9781398605107 | Agile Marketing | Neil Perkin | Taschenbuch | Englisch | 2022

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Sprache: Englisch

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Beschreibung

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.

Über den Autor

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.

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

Erscheinungsjahr:	2022
Fachbereich:	Werbung & Marketing
Genre:	Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
ISBN-13:	9781398605107
ISBN-10:	1398605107
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Perkin, Neil
Hersteller:	Kogan Page
Maße:	232 x 154 x 17 mm
Von/Mit:	Neil Perkin
Erscheinungsdatum:	26.04.2022
Gewicht:	0,446 kg

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