{"product_id":"the-six-disciplines-of-agile-marketing-9781119712039","title":"The Six Disciplines of Agile Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eTransform your organization using Agile principles with this proven framework The 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 goalsStructuring the team for greater efficiencyImplementing processes like Scrum and Kanban in marketingValidated LearningAdapting to ChangeCreating 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 outcomesA shift from a campaign mentality to one based on continuous improvementA shift from an internal focus to a customer focusA 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eForeword xi\u003c\/p\u003e \u003cp\u003ePreface xv\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: Overview 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1: Challenges Facing Marketers Today 3\u003c\/p\u003e \u003cp\u003eChapter 2: What Is Agile Marketing? 12\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: The Six Disciplines 23\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 3: Introduction to the Six Disciplines 25\u003c\/p\u003e \u003cp\u003eChapter 4: Overview of an Agile Marketing Adoption 30\u003c\/p\u003e \u003cp\u003eChapter 5: Alignment 34\u003c\/p\u003e \u003cp\u003eChapter 6: Structure 49\u003c\/p\u003e \u003cp\u003eChapter 7: Process Management 63\u003c\/p\u003e \u003cp\u003eChapter 8: Scrum 72\u003c\/p\u003e \u003cp\u003eChapter 9: Kanban 95\u003c\/p\u003e \u003cp\u003eChapter 10: Scrumban 111\u003c\/p\u003e \u003cp\u003eChapter 11: Validated Learning 119\u003c\/p\u003e \u003cp\u003eChapter 12: Adapting to Change 132\u003c\/p\u003e \u003cp\u003eChapter 13: Creating Remarkable Customer Experiences 141\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: The Four Shifts 149\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 14: Introduction to the Four Shifts 151\u003c\/p\u003e \u003cp\u003eChapter 15: From Outputs to Outcomes 154\u003c\/p\u003e \u003cp\u003eChapter 16: From Campaigns to Continuous Improvement 161\u003c\/p\u003e \u003cp\u003eChapter 17: From Internal Focus to Customer Focus 165\u003c\/p\u003e \u003cp\u003eChapter 18: From Top-Down to Decentralized Decision-Making 180\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV: Succeeding with Agile Marketing 189\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 19: Building Support for Agile Marketing 191\u003c\/p\u003e \u003cp\u003eChapter 20: Agile Kickoff: The First Six Months 199\u003c\/p\u003e \u003cp\u003eChapter 21: Sustaining Agile Marketing 206\u003c\/p\u003e \u003cp\u003eChapter 22: The Role of the Agile Leader 211\u003c\/p\u003e \u003cp\u003eChapter 23: Integrating Agile with Traditional Marketing Methods 222\u003c\/p\u003e \u003cp\u003eChapter 24: Scaling Agile Marketing to Large Teams 226\u003c\/p\u003e \u003cp\u003eChapter 25: The Future of Agile Marketing 243\u003c\/p\u003e \u003cp\u003eEndnotes 247\u003c\/p\u003e \u003cp\u003eBibliography 255\u003c\/p\u003e \u003cp\u003eAcknowledgments 262\u003c\/p\u003e \u003cp\u003eAbout the Author 264\u003c\/p\u003e \u003cp\u003eIndex 267\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49407127748951,"sku":"9781119712039","price":17.09,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119712039.jpg?v=1730498278","url":"https:\/\/bookcurl.com\/products\/the-six-disciplines-of-agile-marketing-9781119712039","provider":"Book Curl","version":"1.0","type":"link"}