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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. 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.
Коллектив авторов INCOSE Systems Engineering Handbook. A Guide for System Life Cycle Processes and Activities stephen fleming the devops engineer s career guide a handbook for entry level professionals to get into continuous delivery roles for agile software development
John Hoschette A. The Career Guide Book for Engineers stephen fleming the devops engineer s career guide a handbook for entry level professionals to get into continuous delivery roles for agile software development
Elias Bachaalany The Antivirus Hacker's Handbook stephen fleming the devops engineer s career guide a handbook for entry level professionals to get into continuous delivery roles for agile software development
Robert Hanmer Pattern-Oriented Software Architecture For Dummies stephen fleming the devops engineer s career guide a handbook for entry level professionals to get into continuous delivery roles for agile software development
Robert Wysocki K. Effective Software Project Management stephen fleming the devops engineer s career guide a handbook for entry level professionals to get into continuous delivery roles for agile software development
Craig Slack The Handbook for Student Leadership Development stephen fleming the devops engineer s career guide a handbook for entry level professionals to get into continuous delivery roles for agile software development
Roland Smart The Agile Marketer. Turning Customer Experience Into Your Competitive Advantage stephen fleming the devops engineer s career guide a handbook for entry level professionals to get into continuous delivery roles for agile software development
Steven Ostermiller J. Agile Project Management For Dummies stephen fleming the devops engineer s career guide a handbook for entry level professionals to get into continuous delivery roles for agile software development
Ken Schwaber Software in 30 Days. How Agile Managers Beat the Odds, Delight Their Customers, And Leave Competitors In the Dust stephen fleming the devops engineer s career guide a handbook for entry level professionals to get into continuous delivery roles for agile software development
Kathleen Taylor Getting a Web Development Job For Dummies stephen fleming the devops engineer s career guide a handbook for entry level professionals to get into continuous delivery roles for agile software development
Sanjeev Sharma The DevOps Adoption Playbook. A Guide to Adopting DevOps in a Multi-Speed IT Enterprise stephen fleming the devops engineer s career guide a handbook for entry level professionals to get into continuous delivery roles for agile software development
Faithe Wempen Computing Fundamentals. IC3 Edition stephen fleming the devops engineer s career guide a handbook for entry level professionals to get into continuous delivery roles for agile software development
Rob Yeung Job Hunting and Career Change All-In-One For Dummies stephen fleming the devops engineer s career guide a handbook for entry level professionals to get into continuous delivery roles for agile software development
Scott Ambler Agile Modeling. Effective Practices for eXtreme Programming and the Unified Process stephen fleming the devops engineer s career guide a handbook for entry level professionals to get into continuous delivery roles for agile software development
Bill Hughes Getting a Networking Job For Dummies stephen fleming the devops engineer s career guide a handbook for entry level professionals to get into continuous delivery roles for agile software development
Corey Sandler The Art of Software Testing stephen fleming the devops engineer s career guide a handbook for entry level professionals to get into continuous delivery roles for agile software development
Lisa E. Taylor How to Develop Your Healthcare Career. A Guide to Employability and Professional Development stephen fleming the devops engineer s career guide a handbook for entry level professionals to get into continuous delivery roles for agile software development


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