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The agile marketer : turning customer experience into your competitive advantage

Author: Roland Smart
Publisher: Hoboken, New Jersey : Wiley, [2016]
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"The marketer's guide to modernizing platforms and practices Marketing 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
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Additional Physical Format: Online version:
Smart, Roland, 1974-
Agile marketer.
Hoboken : Wiley, 2016
(DLC) 2016002969
Document Type: Book
All Authors / Contributors: Roland Smart
ISBN: 9781119223009 1119223008
OCLC Number: 919483816
Description: xiii, 219 pages ; 24 cm
Contents: How Development Methods Influence Marketing. Why Marketing Needs to Adapt ; The Modern Marketer's Challenge ; Scaling Sales: Marketing and the Role of Automation ; The Rise of Agile --
Adaptive Methods for Modernizing Marketing. A Snapshot of Leading Methods ; The Skinny on Scrum ; Kanban: Lean Meets Agile ; Implementing Agile: Key Considerations ; Implementing Agile: Common Objections ; Your North Star: The Agile Marketing Manifesto --
Linking Innovation and Customer Experience. Integrating Marketing and Innovation with Agile ; Beyond Agile: More Methods to Link Marketing and Product Management with Innovation ; Beyond Agile: Marketing's Role in the Customer Experience --
Modern Marketing and the Customer Experience. From Deeper Customer Relationship to Richer Customer Experience ; Growth Hacking ; Lessons from the Collaborative Economy ; Conclusion: The Steward of Customer Experience.
Responsibility: Roland Smart.
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The marketer's guide to modernizing platforms and practices Marketing in the digital era is a whole new game: it's fundamentally about competing on the customer experience.  Read more...

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