The agile marketer: turning customer experience into your competitive advantage. / (Record no. 8036)
[ view plain ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 04017nam a22002297a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20211118151417.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 120314t xxu||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781119223009 |
| 040 ## - CATALOGING SOURCE | |
| Transcribing agency | LC |
| 050 ## - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HF5415.15.H62 |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Fuller form of name | Smart, Roland |
| 245 ## - TITLE STATEMENT | |
| Title | The agile marketer: turning customer experience into your competitive advantage. / |
| Statement of responsibility, etc. | Roland Smart |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | New York: |
| Name of publisher, distributor, etc. | Wiley, |
| Date of publication, distribution, etc. | 2016. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xiii, 219 p.: |
| Other physical details | ill.; |
| 500 ## - GENERAL NOTE | |
| General note | Includes index. |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Contents: 1. 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 -- 2. 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 objectives -- Your north star: The Agile marketing manifesto -- 3. 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 -- 4. Modern marketing and the customer experience: From deeper customer relationship to richer customer experience -- Growth hacking -- Lessons from the collaborative economy -- conclusion -- |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | "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"-- Provided by publisher.<br/>"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"-- Provided by publisher.<br/> |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Marketing. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Product management. |
| -- | Marketing--Technological innovations. |
| -- | Strategic planning. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Library of Congress Classification |
| Koha item type | Books |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Full call number | Barcode | Date last seen | Copy number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Library of Congress Classification | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | General Stacks | 07/11/2019 | HF5415.15.S62 | K/1426/1426/19 | 18/11/2021 | 1 | 18/11/2021 | Books | ||||
| Library of Congress Classification | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | General Stacks | 07/11/2019 | HF5415.15.S621 | K/1427/1427/19 | 18/11/2021 | 2 | 18/11/2021 | Books | ||||
| Library of Congress Classification | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | General Stacks | 07/11/2019 | HF5415.15.S622 | K/1565/1565/19 | 18/11/2021 | 3 | 18/11/2021 | Books | ||||
| Library of Congress Classification | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | General Stacks | 07/11/2019 | HF5415.15.S623 | K/1566/1566/19 | 18/11/2021 | 4 | 18/11/2021 | Books | ||||
| Library of Congress Classification | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | General Stacks | 07/11/2019 | HF5415.15.S624 | K/1567/1567/19 | 18/11/2021 | 5 | 18/11/2021 | Books |