000			03726nam a22002177a 4500
999			_c2793 _d2793
005			20220707175947.0
008			220707b ||||| |||| 00| 0 eng d
020			_a9781119712039
082			_a658.8 _bEWE
100			_aEwel, Jim _96675
245			_aThe six disciplines of agile marketing: proven practices for more effective marketing and better business results
260			_bJohn Wiley & Sons, Inc. _aNew Jersey _c2021
300			_axxii, 282 p.
365			_aUSD _b24.95
504			_aTABLE OF CONTENTS Foreword xi Preface xv Part I: Overview 1 Chapter 1: Challenges Facing Marketers Today 3 Chapter 2: What Is Agile Marketing? 12 Part II: The Six Disciplines 23 Chapter 3: Introduction to the Six Disciplines 25 Chapter 4: Overview of an Agile Marketing Adoption 30 Chapter 5: Alignment 34 Chapter 6: Structure 49 Chapter 7: Process Management 63 Chapter 8: Scrum 72 Chapter 9: Kanban 95 Chapter 10: Scrumban 111 Chapter 11: Validated Learning 119 Chapter 12: Adapting to Change 132 Chapter 13: Creating Remarkable Customer Experiences 141 Part III: The Four Shifts 149 Chapter 14: Introduction to the Four Shifts 151 Chapter 15: From Outputs to Outcomes 154 Chapter 16: From Campaigns to Continuous Improvement 161 Chapter 17: From Internal Focus to Customer Focus 165 Chapter 18: From Top-Down to Decentralized Decision-Making 180 Part IV: Succeeding with Agile Marketing 189 Chapter 19: Building Support for Agile Marketing 191 Chapter 20: Agile Kickoff: The First Six Months 199 Chapter 21: Sustaining Agile Marketing 206 Chapter 22: The Role of the Agile Leader 211 Chapter 23: Integrating Agile with Traditional Marketing Methods 222 Chapter 24: Scaling Agile Marketing to Large Teams 226 Chapter 25: The Future of Agile Marketing 243 Endnotes 247 Bibliography 255 Acknowledgments 262 About the Author 264 Index 267
520			_aThe Six Disciplines of Agile Marketing provides a proven framework for applying Agile principles and processes to marketing. Written by celebrated consultant Jim Ewel, this book provides a concise, approachable, and adaptable strategy for the implementation of Agile in virtually any marketing organization. The Six Disciplines of Agile Marketing discusses six key areas of practical concern to the marketer who hopes to adopt Agile practices in their organization. They include: Aligning the team on common goals Structuring the team for greater efficiency Implementing processes like Scrum and Kanban in marketing Validated Learning Adapting to Change Creating Remarkable Customer Experiences The Six Disciplines of Agile Marketing also discusses four shifts in beliefs and behaviors necessary to achieving an Agile transformation in marketing organizations. They include: A shift from a focus on outputs to one based on outcomes A shift from a campaign mentality to one based on continuous improvement A shift from an internal focus to a customer focus A shift from top-down decisions to de-centralized decisions Perfect for anyone in a leadership position at a marketing agency, The Six Disciplines of Agile Marketing also belongs on the bookshelf of anyone interested in improving the efficacy and efficiency of their own marketing efforts. Full of practical advice and concrete strategies that have been successfully implemented at Fortune 500, Silicon Valley, and non-profit organizations alike, this book is an indispensable resource to help your organization make the leap to Agile.
650			_aMarketing _9209
650			_aAgile software development _97252
650			_aBusiness enterprises--Marketing _97422
942			_2ddc _cBK