Mastering Marketing Agility
Published on 21. July 2020
Book
Paperback/Softback
336 pages
978-1-5230-9098-3 (ISBN)
Description
The leading authority on agile marketing shows how to build marketing operations that can pivot freely and yet remain committed to priorities.
As a marketer, are you tired of chasing marketing fads and algorithm rumors that seem to change every couple of months? This guide to building the perfect marketing department will help you achieve the latest and greatest without having to rebuild your operations from scratch every time the wind shifts. Agile strategies have been the accepted modus operandi for software development for two decades, and marketing is poised to follow in its footsteps. As the audiences we market to become ever more digital, agile frameworks are emerging as the best and only way to manage marketing. This book is a signpost showing the way toward the agile future of marketing operations, explaining how every role, from social media intern up to chief marketing officer, can work in unison, responding to the market's demanding challenges without losing focus on the big picture.
You will learn what it takes for marketing agility to thrive--customer focus, transparency, continuous improvement, adaptability, trust, bias for action, and courage--along with the antipatterns that can drag you down. Most important, you will learn how to implement the systems, strategies, and practices that will truly transform your marketing operations.
As a marketer, are you tired of chasing marketing fads and algorithm rumors that seem to change every couple of months? This guide to building the perfect marketing department will help you achieve the latest and greatest without having to rebuild your operations from scratch every time the wind shifts. Agile strategies have been the accepted modus operandi for software development for two decades, and marketing is poised to follow in its footsteps. As the audiences we market to become ever more digital, agile frameworks are emerging as the best and only way to manage marketing. This book is a signpost showing the way toward the agile future of marketing operations, explaining how every role, from social media intern up to chief marketing officer, can work in unison, responding to the market's demanding challenges without losing focus on the big picture.
You will learn what it takes for marketing agility to thrive--customer focus, transparency, continuous improvement, adaptability, trust, bias for action, and courage--along with the antipatterns that can drag you down. Most important, you will learn how to implement the systems, strategies, and practices that will truly transform your marketing operations.
More details
Language
English
Place of publication
United States
Dimensions
Height: 229 mm
Width: 155 mm
Thickness: 15 mm
Weight
323 gr
ISBN-13
978-1-5230-9098-3 (9781523090983)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Person
Andrea Fryrear is the world's leading authority on agile marketing. She is the coauthor of the ICAgile Certified Professional in Agile Marketing curriculum, author of Death of a Marketer, and an internationally sought-after speaker and trainer. She holds numerous agile certifications, including Advanced Certified Scrum Product Owner, ICAgile Certified Instructor, Certified Professional in Agile Marketing, Certified ScrumMaster, Certified Agile Leader, Certified Scrum@Scale Practitioner, and Certified Professional in Agile Coaching . Prior to cofounding AgileSherpas, Fryrear worked as a content marketer and strategist, on both the brand and agency side.