Agile marketing
Clearly the marketing methods of old will not fulfill all the needs of today's organization. Today, the fast moving opportunities afforded by the internet, websites, social networking and data communication give those in the know a huge advantage over traditional marketers. The goal of this book is to teach you how. Author¡Michelle Accardi-Petersen has been on both the planning and implementation side of the problem. Utilizing methods that may be familiar to those with a software background but…
Read More ↓Title Statements
- Full title :Agile marketing / Michelle Accardi-Petersen.
Summary
Clearly the marketing methods of old will not fulfill all the needs of today's organization. Today, the fast moving opportunities afforded by the internet, websites, social networking and data communication give those in the know a huge advantage over traditional marketers. The goal of this book is to teach you how. Author¡Michelle Accardi-Petersen has been on both the planning and implementation side of the problem. Utilizing methods that may be familiar to those with a software background but without the technical baggage, she presents the techniques that will put you way ahead of traditional marketers and move your organization to the forefront in their overall marketing operations.
Read More ↓Edition Statements
- Publication Date:2011.
Publication Statements
- Publisher(s):Apress, Distributed by Springer Science +Business Media
- Place of Publication:United States
- Language:eng
- Publication Date:2011.
The Physical Object
- Description:1 online resource (xv, 232 pages) : : illustrations
Edition Identifiers
- ISBN:9781430233169, 1430233168
- DOI:10.1007/978-1-4302-3316-9.
- oclc:ocn774885200
- LC Classification:HF5415.1
- Dewey Decimal:658.800973
Table of Contents
Title Page; Copyright Page; Table of Contents; About the Author; About the Technical Reviewer; Acknowledgments; Introduction; CHAPTER 1 Agile: Marketing's New Method; Instituting a Flexible Methodology; Streamline the Perception; The Teamwork Resolution; Agile Enabling Quality; Using Technology to Augment Quality; A Look at Whom You Are Serving; The Four Ps and the Marketplace; Marketing Processes; Implementation; Marketing Planning; The Changing Market and New Demands on Marketing; The Solution: Agile Marketing; CHAPTER 2 A Practical Case for Using Agile Methods; Personal Development.
Persona TypesFurther Persona Development; Analytics Strategy; Functional Delivery; CHAPTER 3 Collaborative Leadership; Finding Your Way to the Marketing Garden of Eden with ADAM and EVE; The Four-Step Process; Target the Silos; Make Agile a Priority; Cultivating Customers; Reinventing Marketing; Different Roles for Marketing; Why Can't They Just Get Along?; Customer-Facing Functions; Customer Service and Support; A New Focus on Customer Metrics; Four Types of Relationships; Undefined; Defined; Aligned; Integrated; Moving Up; Moving from Undefined to Defined; Moving from Defined to Aligned.
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