Apply and scale agile processes and principles to create innovative and responsive marketing, to drive growth and adapt to today's changing and unpredictable environment.
Packed with great case studies and frameworks on how to apply agile principles in organisations, this is a useful guide for those looking to implement or improve their practices in this area.
Bringing together the different facets of agile marketing – from strategy, frameworks and models to culture, experimentation, mindset, measurement, structures and data, all the bases are covered. Each part is well researched and includes specific examples that bring the content to life.
It’s very well written and Neil ties the threads together into a cohesive narrative while providing a playbook of approaches that can be tried, depending on the specific context. An essential addition to any marketer’s bookshelf.
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