Agile marketing : unlock adaptive and data-driven marketing for long-term success /: unlock adaptive and data-driven marketing for long-term success. (2022)

• Record Type: Book
• Further Information: Note: Neil Perkin.
• Authors: Perkin, Neil
• Contents: <ul style='padding-top:0;padding-left:0;list-style:none;'>Section - PART ONE: The agile marketing opportunity; <ul style='padding-top:0;list-style:none;'>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 - PART TWO: Agile marketing strategy; <ul style='padding-top:0;list-style:none;'>Chapter - 04: Understanding context and situational awareness; Chapter - 05: Adaptive strategy; Section - PART THREE: Agile marketing execution; <ul style='padding-top:0;list-style:none;'>Chapter - 06: Using sprints; Chapter - 07: Applying methodology to marketing execution; Section - PART FOUR: Scaling agile marketing; <ul style='padding-top:0;list-style:none;'>Chapter - 08: Agile marketing structures; Chapter - 09: Agile marketing at scale; Chapter - 10: Agile resourcing; Section - PART FIVE: Agility from data; <ul style='padding-top:0;list-style:none;'>Chapter - 11: Why data is the foundation of agile; Chapter - 12: Learning well with data; Section - PART SIX: Agile marketing culture and leadership; <ul style='padding-top:0;list-style:none;'>Chapter - 13: What is agile culture in marketing?; Chapter - 14: A culture of exploration; Chapter - 15: Empowering high-performing marketing teams; Section - PART SEVEN: The agile marketing transformation; <ul style='padding-top:0;list-style:none;'>Chapter - 16: Conclusion
• Edition: 1st
• Publisher Details: London : KoganPage
• Publication Date: 2022
• Extent: 1 online resource
• Subjects: 658.8; Marketing
• Languages: English
• ISBNs: 9781398605114
• Related ISBNs: 9781398605121; 9781398605107
• Notes: Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.