Description: Editorial ReviewsReview"There is ongoing debate about whether the principles of marketing itself have changed. But what should be clear to all is that *how* marketing is executed has changed and agile is key to that. Somewhat surprisingly, though, marketers have been slow to really understand what agile means for marketing. This book should be required reading for any marketer wanting to learn how marketing needs now to operate." ― Ashley Friedlein, CEO, Guild and Founder, Econsultancy"Neil is able to articulate the essential elements of agile ways of working in a truly engaging way using easy to understand models, great storytelling and relevant examples." ― Christel Kinning, Chief Transformation and People Officer, Oatly"Superbly researched and articulated throughout this book is full of inspiring stories and practical frameworks. Neil has written the definitive guide on how to apply agile principles at scale in marketing." ― Iain Noakes, Head of Marketing Strategy and Planning & Effectiveness, Samsung Electronics"In the modern flux of culture, marketing can be confusing, for brands, agencies and customers. Neil has written the essential playbook for shaping your marketing organization to be as agile as culture requires." ― Faris Yakob, co-founder of Genius Steals LLC, author of Paid Attention"The greatest opportunity in modern marketing is the need to embrace agile methodology to fuel growth and accelerate scale. Neil Perkin has forensically written the blueprint for every marketer to follow with rigour, candour and thankfully the odd bit of humour too." ― Richard Robinson, Managing Director, Oystercatchers"This book is packed full of amazing insights and pragmatic advice for marketers who are looking to transform the way that their team works. Essential reading." ― Fiona Spooner, Managing Director, Consumer Revenue, Financial Times"Prepare to be challenged! Neil Perkin cracks the code for successfully applying an agile mindset and methods, at scale to marketing." ― Paul Duxbury, Global Repeatable Growth Model Programme Lead, GSK Consumer HealthcareAbout the AuthorNeil Perkin is the founder of Only Dead Fish, a consultancy which specializes in digital strategy, transformation and agility. Based in Sussex, UK, he has run marketing training and consulted on marketing transformation and capability with a variety of large, multi-national businesses and curates the Firestarters thought leadership series for Google UK. A regular keynote speaker, he has written for Econsultancy, Marketing Week and The Marketing Society and has been named by Sage as a 'Top 100 Global Business Influencer'. He is also the author of Agile Transformation and the co-author of Building The Agile Business Through Digital Transformation, both published by Kogan Page.
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Book Title: Agile Marketing : Unlock Adaptive and Data-driven Marketing for L
Item Length: 9.2in
Item Height: 0.6in
Item Width: 6.2in
Author: Neil Perkin
Publication Name: Agile Marketing : Unlock Adaptive and Data-Driven Marketing for Long-Term Success
Format: Trade Paperback
Language: English
Publisher: Kogan Page, The Limited
Publication Year: 2022
Type: Textbook
Item Weight: 15.7 Oz
Number of Pages: 288 Pages