Agile Marketing [electronic resource] /
Accardi-Petersen, Michelle.author.
Clearly the marketing methods of old will not fulfill all the needs of today's organization. Today, the fast moving opportunities afforded by the internet, websites, social networking and data communication give those in the know a huge advantage over traditional marketers. The goal of this book is to teach you how. Author Michelle Accardi-Petersen has been on both the planning and implementation side of the problem. Utilizing methods that may be familiar to those with a software background but without the technical baggage, she presents the techniques that will put you way ahead of traditional marketers and move your organization to the forefront in their overall marketing operations.
Description based upon print version of record.
Title Page; Copyright Page; Table of Contents; About the Author; About the Technical Reviewer; Acknowledgments; Introduction; CHAPTER 1 Agile: Marketing's New Method; Instituting a Flexible Methodology; Streamline the Perception; The Teamwork Resolution; Agile Enabling Quality; Using Technology to Augment Quality; A Look at Whom You Are Serving; The Four Ps and the Marketplace; Marketing Processes; Implementation; Marketing Planning; The Changing Market and New Demands on Marketing; The Solution: Agile Marketing; CHAPTER 2 A Practical Case for Using Agile Methods; Personal Development
Persona TypesFurther Persona Development; Analytics Strategy; Functional Delivery; CHAPTER 3 Collaborative Leadership; Finding Your Way to the Marketing Garden of Eden with ADAM and EVE; The Four-Step Process; Target the Silos; Make Agile a Priority; Cultivating Customers; Reinventing Marketing; Different Roles for Marketing; Why Can't They Just Get Along?; Customer-Facing Functions; Customer Service and Support; A New Focus on Customer Metrics; Four Types of Relationships; Undefined; Defined; Aligned; Integrated; Moving Up; Moving from Undefined to Defined; Moving from Defined to Aligned
Moving from Aligned to IntegratedCHAPTER 4 Plan, Fail, Iterate, Succeed; Step 1: Plan; Step 2: Iterate; Step 3: Fail; Step 4: Succeed; Why Do We Care About Writing Great Plans?; Seeing the Big Picture So You Can Iterate the Details; Understand the Marketing Challenge; Identify Market Opportunities; Select a Target Market; Decide How to Attract Customers; Communication Objectives; Message Design, Budget, and Media; Evaluating Communication Effectiveness; Don't Be Afraid to Try New, Untested Mediums like Web 2.0; Personal Selling; Decide on Pricing; Identify How to Grow and Keep Customers
Ensure the Financials of the Marketing Program Make SenseContribution Analysis; A Never-Ending Process; Understand What We Need to Know for Feedback into the Loop; Keys to Success: Selling Is Part of Marketing!; Tell a Story; Keep It Simple; CHAPTER 5 How to Get Moving in Agile; Process Alignment; Functional Alignment; Continual Improvement; Transformation Framework; Organizational Alignment; Sales Alignment; Key Changes Necessary to Effect Marketing Transformation; CHAPTER 6 Crowdsourcing or Once Again Formalizing My Practice; Beyond the Team: Crowdsourcing; Agile Crowdsourcing: Plan
Content DevelopmentProduct Development; Crowdsourcing and Ideation; Marketing; Initiate the Wave; Home or Away: The Platforms; Content Development Platforms; Research and Development Platforms; Social Media Platforms; The-Whole-Kit-and-Caboodle Platforms; Motivate and Spur Participation; Crowdsourcing and Agile Marketing; Crowd Must Be Diverse; Crowd Must Be Qualified; Crowd Must Be Right Size; Crowds Worth Considering; Difference Between Crowdsourcing, Open Innovation,  Mass Collaboration, and Co-creation; Crowdsourcing Beyond Ideation; References; Index
Includes bibliographical references and index.
Clearly the marketing methods of old will not fulfill all the needs of today's organization. Today, the fast moving opportunities afforded by the internet, websites, social networking and data communication give those in the know a huge advantage over traditional marketers. The goal of this book is to teach you how. Author Michelle Accardi-Petersen has been on both the planning and implementation side of the problem. Utilizing methods that may be familiar to those with a software background but without the technical baggage, she presents the techniques that will put you way ahead of traditional marketers and move your organization to the forefront in their overall marketing operations.
Business.
Management science.
Business and Management, general.