000			03976cam a2200397 i 4500
001			18919100
003			OSt
005			20210608141332.0
008			151228s2016 nju b 001 0 eng
010			_a 2015042387
020			_a9781119223009 (hardback)
040			_aDLC _beng _cATU _erda _dDLC
042			_apcc
050	0	0	_aHF5415.15 _b.S1 2016
082	0	0	_a658.8/02 _223
084			_aBUS043000 _2bisacsh
100	1		_aSmart, Roland, _d1974- _eauthor. _917704
245	1	4	_aThe agile marketer : _bturning customer experience into your competitive advantage / _cRoland Smart.
264		1	_aHoboken, New Jersey : _bWiley, _c[2016].
300			_axiii, 219 pages ; _c24 cm
336			_atext _2rdacontent
337			_aunmediated _2rdamedia
338			_avolume _2rdacarrier
504			_aIncludes bibliographical references and index.
520			_a"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 and practical challenge that few marketers have experience with. The 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. Agile 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. Written by a premier practitioner of modern marketing, this book will provide you with: Insights on the evolution of product development and management in the organization--and why marketing must partner with them in the new era An understanding of Agile methods and their application to marketing A plan for integrating Agile with your traditional methods Tactics to drive alignment with product management A pathway to becoming the steward of customer experience Rich 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"-- _cProvided by publisher.
520			_a"This book is for marketing leaders who are attempting to modernize their marketing practices,the platforms that support them- so that they can partner with the chief poduct officer to innovate, drive the business, and establish competitive advantage. It's also for marketers who recognize a unique opportunity to position marketing as the "steward" not just of the brand but of customer experience across the board"-- _cProvided by publisher.
650		0	_aProduct management. _915787
650		0	_aMarketing _xTechnological innovations. _917705
650		0	_aStrategic planning. _92335
650		7	_aBUSINESS & ECONOMICS / Marketing / General. _2bisacsh _913313
776	0	8	_iOnline version: _aSmart, Roland, 1974- author. _tAgile marketer _dHoboken : Wiley, 2016 _z9781119223016 _w(DLC) 2016002969
856	4	2	_3Cover image _uhttp://catalogimages.wiley.com/images/db/jimages/9781119223009.jpg
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBOOK
999			_c10024 _d10024