 Название: Agile Marketing: Implementing Scrum in a Marketing Environment
Автор: Greg Kihlstrom
Издательство: Mercury Learning and Information
Год: 2025
Страниц: 327
Язык: английский
Формат: pdf (true), epub
Размер: 10.1 MB
In today's AI-driven world, effective communication with intelligent systems has become a necessity rather than a luxury. This book, Optimizing Prompt Engineering for Generative AI serves as your comprehensive guide to mastering the art and science of crafting compelling prompts that unlock the full potential of AI.
Those who fall into the “die-hard Agile proponents” camp may find more than a few things to criticize about this book, as the philosophical approach of this book is that a thorough understanding of Agile principles is necessary, but a dogmatic application of them is not always beneficial. The following paragraphs explore a few caveats.
First, it should be made clear that Agile is not a methodology; it is not synonymous with scrum, SAFe, or Kanban—all of these, while related by principles and desired end goals, are very much unique interpretations of Agile principles. In this book, in particular, the die-hard Agile proponents may feel that the terms Agile and scrum are used a little too often in conjunction with the other. Since this book is written for those less experienced and familiar with the nuances of Agile principles versus scrum practices, this was done to simplify things and to best serve the topic of Agile marketing.
Features:
• An overview of Agile Principles and how they apply to marketing
• An in-depth review of Scrum: its elements, roles, and practices
• How to effectively move from a traditional waterfall approach to an Agile, Scrum-based approach
• How to work with other Agile and non-Agile teams in an enterprise environment
• The importance of continuous improvement in Agile Marketing
• How to focus on business value when implementing Agile Marketing
Who this book is for:
This book is for marketing executives and professionals who want to understand how to implement Agile principles within their marketing to increase their effectiveness, including chief marketing executives (CMOs) and marketing leadership, marketing management, and other marketing team members. Of those professionals, this book will be most useful for marketers with little understanding of Agile or for those who may be tasked with exploring whether or not Agile practices would be a good fit for their organization.
Also, this should be thought of as a guide to Agile marketing, not an encyclopedia for it. Therefore, it is intended to be an introduction to the topic and to give readers a good understanding quickly and easily, with examples for guidance along the way. To get more in-depth knowledge of Agile marketing, more reading and training will be required, but it is highly recommended to also get experience as soon as possible.
Contents:
Introduction
Acknowledgments
Part I: Introduction to Agile Marketing
Part II: The Elements and Roles of Scrum in Agile Marketing
Part III: Implementing Scrum in Your Organization
Chapter 11: Sprint Planning
Chapter 12: Daily Standups
Chapter 13: Running a Successful Sprint
Part IV: The Marketing Scrum Team
Part V: Adopting Agile Practices as a Marketing Organization
Part VI: Working Collaboratively with Scrum
Epilogue
Appendix A: Sprint Planning Agenda
Appendix B: Standup Meeting Agenda
Appendix C: Retrospective Meeting Agenda
Appendix D: The Twelve Principles of Agile
Index
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