Hacking marketing agile practices to make marketing smarter, faster, and more innovative
"Apply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital. Ma...
| Otros Autores: | |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
Wiley
[2016]
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| Edición: | 1st edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009630143206719 |
Tabla de Contenidos:
- Chapter 5: Marketers Are Software Creators NowMarketing-Managed Software Projects; Marketing Automation Is Programming; From Copy to Code; Note; Chapter 6: Parallel Revolutions in Software and Marketing; Software's Twenty-First-Century Revolution; Marketing's Twenty-First Century Revolution; Two Parallel Revolutions; Chapter 7: Adapting Ideas from Software to Marketing; Pragmatic versus Dogmatic; Part II: Agility; Chapter 8: The Origins of Agile Marketing; The Original Agile Manifesto; A Blossoming of Agile and Lean Methods; The Lean Start-Up; The Agile Marketing Movement; Notes
- Continuous Programs and ProcessesNotes; Chapter 13: Visualizing Work and Workflow to Prevent Chaos; Designing Your Own Kanban Board; A Five-Stage Marketing Kanban Board; Limiting Work in Progress; The Pull Principle; Creative Variations of Kanban Boards; Note; Chapter 14: Tasks as Stories along the Buyer's Journey; Thinking in Stories, Not Tasks; Stories in the Backlog, Tasks in the Sprint; The Backlog as an Agile Management Tool; Epics and Stories of Many Sizes; Notes; Chapter 15: Agile Teams and Agile Teamwork; The Size and Makeup of Agile Teams; The Value of Distributed Leadership
- Transparency and Team CommunicationRemote Teams Can Be Agile, Too; Notes; Chapter 16: Balancing Strategy, Quality, and Agility; Quality Control in Agile Marketing; Strategy Drives Agile Sprints; Agile Strategy above the Sprints; Notes; Chapter 17: Adapting Processes, Not Just Productions; Retrospectives to Continually Improve How; No Rules, except Your Own; Note; Part III: Innovation; Chapter 18: Moving Marketing from Communications to Experiences; Messages, Media, and Mechanisms; Interactive Content; Marketing as User Experience; Notes
- Chapter 19: Marketing in Perpetual Beta with an Innovation Pipeline
