25,60 €*
Versandkostenfrei per Post / DHL
Lieferzeit 2-3 Wochen
PRAISE FOR THE SIX DISCIPLINES OF AGILE MARKETING
> ?JASCHA KAYKAS-WOLFF, President, Lytics, Former CMO, Mozilla
> ?STEPHANIE FERGUSON, Corporate Vice President, Microsoft
> ?PETER FRANCIS, Head of Global Growth at Qualtrics
"In the current economy, marketing teams have to evolve to keep pace with both rapidly changing customer expectations as well as faster product development cycles. Enter Agile Marketing. With The Six Disciplines of Agile Marketing, Jim has created a masterpiece for any professional looking to advance their skills in this new economy. You can open this book to any chapter to find practical advice grounded in true thought-leadership and firsthand experience."
?EVAN LEYBOURN, CEO, Business Agility Institute
PRAISE FOR THE SIX DISCIPLINES OF AGILE MARKETING
> ?JASCHA KAYKAS-WOLFF, President, Lytics, Former CMO, Mozilla
> ?STEPHANIE FERGUSON, Corporate Vice President, Microsoft
> ?PETER FRANCIS, Head of Global Growth at Qualtrics
"In the current economy, marketing teams have to evolve to keep pace with both rapidly changing customer expectations as well as faster product development cycles. Enter Agile Marketing. With The Six Disciplines of Agile Marketing, Jim has created a masterpiece for any professional looking to advance their skills in this new economy. You can open this book to any chapter to find practical advice grounded in true thought-leadership and firsthand experience."
?EVAN LEYBOURN, CEO, Business Agility Institute
JIM EWEL is one of the leading voices on Agile marketing. He co-organized the first meeting of Agile Marketers and co- authored the Agile Marketing Manifesto. Today, his blog is one of the most trusted sources on Agile marketing. Jim runs an Agile marketing consultancy, where he has helped over 60 organizations adopt Agile Marketing.
Foreword xi
Preface xv
Part I: Overview 1
Chapter 1: Challenges Facing Marketers Today 3
Chapter 2: What Is Agile Marketing? 12
Part II: The Six Disciplines 23
Chapter 3: Introduction to the Six Disciplines 25
Chapter 4: Overview of an Agile Marketing Adoption 30
Chapter 5: Alignment 34
Chapter 6: Structure 49
Chapter 7: Process Management 63
Chapter 8: Scrum 72
Chapter 9: Kanban 95
Chapter 10: Scrumban 111
Chapter 11: Validated Learning 119
Chapter 12: Adapting to Change 132
Chapter 13: Creating Remarkable Customer Experiences 141
Part III: The Four Shifts 149
Chapter 14: Introduction to the Four Shifts 151
Chapter 15: From Outputs to Outcomes 154
Chapter 16: From Campaigns to Continuous Improvement 161
Chapter 17: From Internal Focus to Customer Focus 165
Chapter 18: From Top-Down to Decentralized Decision-Making 180
Part IV: Succeeding with Agile Marketing 189
Chapter 19: Building Support for Agile Marketing 191
Chapter 20: Agile Kickoff: The First Six Months 199
Chapter 21: Sustaining Agile Marketing 206
Chapter 22: The Role of the Agile Leader 211
Chapter 23: Integrating Agile with Traditional Marketing Methods 222
Chapter 24: Scaling Agile Marketing to Large Teams 226
Chapter 25: The Future of Agile Marketing 243
Endnotes 247
Bibliography 255
Acknowledgments 262
About the Author 264
Index 267
| Erscheinungsjahr: | 2020 |
|---|---|
| Fachbereich: | Management |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Inhalt: | 304 S. |
| ISBN-13: | 9781119712039 |
| ISBN-10: | 1119712033 |
| Sprache: | Englisch |
| Einband: | Gebunden |
| Autor: | Ewel, Jim |
| Hersteller: | Wiley |
| Verantwortliche Person für die EU: | Wiley-VCH GmbH, Boschstr. 12, D-69469 Weinheim, product-safety@wiley.com |
| Maße: | 231 x 163 x 27 mm |
| Von/Mit: | Jim Ewel |
| Erscheinungsdatum: | 13.10.2020 |
| Gewicht: | 0,489 kg |
JIM EWEL is one of the leading voices on Agile marketing. He co-organized the first meeting of Agile Marketers and co- authored the Agile Marketing Manifesto. Today, his blog is one of the most trusted sources on Agile marketing. Jim runs an Agile marketing consultancy, where he has helped over 60 organizations adopt Agile Marketing.
Foreword xi
Preface xv
Part I: Overview 1
Chapter 1: Challenges Facing Marketers Today 3
Chapter 2: What Is Agile Marketing? 12
Part II: The Six Disciplines 23
Chapter 3: Introduction to the Six Disciplines 25
Chapter 4: Overview of an Agile Marketing Adoption 30
Chapter 5: Alignment 34
Chapter 6: Structure 49
Chapter 7: Process Management 63
Chapter 8: Scrum 72
Chapter 9: Kanban 95
Chapter 10: Scrumban 111
Chapter 11: Validated Learning 119
Chapter 12: Adapting to Change 132
Chapter 13: Creating Remarkable Customer Experiences 141
Part III: The Four Shifts 149
Chapter 14: Introduction to the Four Shifts 151
Chapter 15: From Outputs to Outcomes 154
Chapter 16: From Campaigns to Continuous Improvement 161
Chapter 17: From Internal Focus to Customer Focus 165
Chapter 18: From Top-Down to Decentralized Decision-Making 180
Part IV: Succeeding with Agile Marketing 189
Chapter 19: Building Support for Agile Marketing 191
Chapter 20: Agile Kickoff: The First Six Months 199
Chapter 21: Sustaining Agile Marketing 206
Chapter 22: The Role of the Agile Leader 211
Chapter 23: Integrating Agile with Traditional Marketing Methods 222
Chapter 24: Scaling Agile Marketing to Large Teams 226
Chapter 25: The Future of Agile Marketing 243
Endnotes 247
Bibliography 255
Acknowledgments 262
About the Author 264
Index 267
| Erscheinungsjahr: | 2020 |
|---|---|
| Fachbereich: | Management |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Inhalt: | 304 S. |
| ISBN-13: | 9781119712039 |
| ISBN-10: | 1119712033 |
| Sprache: | Englisch |
| Einband: | Gebunden |
| Autor: | Ewel, Jim |
| Hersteller: | Wiley |
| Verantwortliche Person für die EU: | Wiley-VCH GmbH, Boschstr. 12, D-69469 Weinheim, product-safety@wiley.com |
| Maße: | 231 x 163 x 27 mm |
| Von/Mit: | Jim Ewel |
| Erscheinungsdatum: | 13.10.2020 |
| Gewicht: | 0,489 kg |
Ähnliche Produkte
Lieferzeit 1-2 Wochen
Lieferzeit 1-2 Werktage
Lieferzeit 1-2 Wochen
Lieferzeit 1-2 Wochen
Lieferzeit 1-2 Wochen
Lieferzeit 1-2 Wochen