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Agile Marketing
Unlock Adaptive and Data-driven Marketing for Long-term Success
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.
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EAN: 9781398605107
Edition: 1
Published:
Format: 234 x 157
288 pages
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About the book
Create and apply responsive and adaptive marketing principles and practices with this guide to redesigning marketing structures, processes and culture, to be fit for purpose in today's changeable environment.
Agile Marketing is an essential and practical roadmap to transforming your marketing by applying agile principles at scale and overcoming mindset and culture challenges to enable greater efficiency and quicker response times. Covering areas such as putting data and automation at the centre of agility, measuring success and creating and maintaining space for innovation, it features a range of invaluable frameworks, practical guidance and insightful examples from organizations such as Dell and Pepsi.
Written by a recognized agile expert and marketing thought-leader who has worked with marketing teams in some of the largest global organizations, Agile Marketing also explores how to empower high-performing marketing teams and develop and pivot agile campaigns and content. Featuring tips and tools throughout and a step-by-step agile marketing transformation blueprint, it is a crucial resource for creating effective and streamlined marketing today and into the future.
About the authors
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 events 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.
Table of contents
- 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
Reviews
Richard Robinson, Managing Director, Oystercatchers
The greatest opportunity in modern marketing is the need to embrace agile methodology to fuel growth and accelerate scale. Neil Perkin has forensically written the blueprint for every marketer to follow with rigour, candour and thankfully the odd bit of humour too.
Christel Kinning, Chief Transformation and People Officer, Oatly
Neil is able to articulate the essential elements of agile ways of working in a truly engaging way using easy to understand models, great storytelling and relevant examples.
Paul Duxbury, Global Repeatable Growth Model Programme Lead, GSK Consumer Healthcare
Prepare to be challenged! Neil Perkin cracks the code for successfully applying an agile mindset and methods, at scale to marketing.
Iain Noakes, Head of Marketing Strategy and Planning & Effectiveness, Samsung Electronics
Superbly researched and articulated throughout this book is full of inspiring stories and practical frameworks. Neil has written the definitive guide on how to apply agile principles at scale in marketing.
Faris Yakob, co-founder of Genius Steals LLC, author of Paid Attention
In the modern flux of culture, marketing can be confusing, for brands, agencies and customers. Neil has written the essential playbook for shaping your marketing organization to be as agile as culture requires.
Ashley Friedlein, CEO, Guild and Founder, Econsultancy
There is ongoing debate about whether the principles of marketing itself have changed. But what should be clear to all is that *how* marketing is executed has changed and agile is key to that. Somewhat surprisingly, though, marketers have been slow to really understand what agile means for marketing. This book should be required reading for any marketer wanting to learn how marketing needs now to operate.
Fiona Spooner, Managing Director, Consumer Revenue, Financial Times
This book is packed full of amazing insights and pragmatic advice for marketers who are looking to transform the way that their team works. Essential reading.
- The greatest opportunity in modern marketing is the need to embrace agile methodology to fuel growth and accelerate scale. Neil Perkin has forensically written the blueprint for every marketer to follow with rigour, candour and thankfully the odd bit of humour too.
- Richard Robinson, Managing Director, Oystercatchers
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