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The agile markete: turning customer experience into your competitive advantage/ Ronald Smart

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The marketer's guide to modernizing platforms and practicesrnMarketing in the digital era is a whole new game: it's fundamentally about competing on the customer experience. Marketers must integrate a complex set of technologies to capture the customer's digital body language—and thereby deliver the right experiences, at the right times, via the right channels. This approach represents a formidable technological and practical challenge that few marketers have experience with.rnThe methods that enable marketers to meet this challenge are emerging from an unexpected place: the world of software development. The Agile methodologies that once revolutionized software development are now revolutionizing marketing.rnAgile provides the foundation for alignment between the marketing and product management sides. It can unleash a whole array of new marketing opportunities for growth hacking as well as for baking" marketing directly into your products or services. Beyond that as a discipline it can serve as a bridge to strategic alignment positioning the chief marketing officer alongside the chief product officer as the two primary drivers of the business.rnWritten by a premier practitioner of modern marketing this book will provide you with:rn•Insights on the evolution of product development and management in the organization—and why marketing must partner with them in the new erarn•An understanding of Agile methods and their application to marketingrn•A plan for integrating Agile with your traditional methodsrn•Tactics to drive alignment with product managementrn•A pathway to becoming the steward of customer experiencernRich with examples case studies illustrations and exercises drawn from the author's wide-ranging experience (from startups to a top global technology company) The Agile Marketer will help you transform marketing in your organization in spirit and practice—and help realize its critical roles in product management and the customer experience."

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Ketersediaan

H1901100

Tersedia

Informasi Detail

Judul Seri

-

No. Panggil

S 658.401 T

Penerbit

Canada : John Wiley & Sons Inc., 2016

Deskripsi Fisik

xii.;219hlm.;23cm.

Bahasa

English

ISBN/ISSN

9.78112E+12

Klasifikasi

658401

Tipe Isi

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Tipe Media

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Tipe Pembawa

-

Edisi

Cet.1

Subjek

MARKETING

Info Detail Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

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