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· 제목 : Agile Marketing : Unlock Adaptive and Data-driven Marketing for Long-term Success (Paperback)
· 분류 : 외국도서 > 경제경영 > 전략기획
· ISBN : 9781398605107
· 쪽수 : 288쪽
· 출판일 : 2022-04-03
· 분류 : 외국도서 > 경제경영 > 전략기획
· ISBN : 9781398605107
· 쪽수 : 288쪽
· 출판일 : 2022-04-03
목차
- Section - ONE: The agile marketing opportunity;
- Chapter - 01: Marketing in the digital age;
- Chapter - 02: Defining agile marketing - what it is, and what it's not;
- Chapter - 03: Agile process and principles;
- Section - TWO: Agile marketing strategy;
- Chapter - 04: Understanding context and situational awareness;
- Chapter - 05: Adaptive strategy;
- Section - THREE: Agile marketing execution;
- Chapter - 06: Using sprints;
- Chapter - 07: Applying methodology to marketing execution;
- Section - FOUR: Scaling agile marketing;
- Chapter - 08: Agile marketing structures;
- Chapter - 09: Agile marketing at scale;
- Chapter - 10: Agile resourcing;
- Section - FIVE: Agility from data;
- Chapter - 11: Why data is the foundation of agile;
- Chapter - 12: Learning well with data;
- Section - SIX: Agile marketing culture and leadership;
- Chapter - 13: What is agile culture in marketing?;
- Chapter - 14: A culture of exploration;
- Chapter - 15: Empowering high-performing marketing teams;
- Section - SEVEN: The agile marketing transformation;
- Chapter - 16: Conclusion
