Flaptekst

The Agile management methodology has completely revolutionized the world of software development, and now it's expanding to the realm of marketing and beyond. Why is this simple set of principles so in-demand? For organizations of any size, in any industry, Agile infuses flexibility, creativity, and collaboration--the absolute requirements for success in the fast-paced digital age. Pursuing long-term strategy through a set of rigid operational structures is no longer a competitive approach, plain and simple. Today's winning marketing teams are those that can think on their feet, pivot at a moment's notice, and ride a continuous wave of new ideas. Agile is the perfect road to achieving those goals, and The Six Disciplines of Agile Marketing is the premiere how-to guide for marketing the Agile way. Penned by one of the nation's leading Agile marketing specialists, this book provides a clear, illustrated framework for shifting to Agile. This highly structured approach consists of six disciplines that organizations must cultivate, along with four organizational shifts that must occur for successful adoption of Agile in marketing environments. Author Jim Ewel has developed his proven Agile marketing program in his work with over 60 organizations across sectors and sizes. With his help, anyone involved in marketing, sales, or product management can learn how to build continuous improvement and customer-centric practices into daily operations. The members of Agile teams are always learning, open to change, and engaged in creating remarkable customer experiences. This book shows marketers and marketing leaders how to move away from traditional marketing and into the Agile future.