Agile Marketing : Implementing Scrum in a Marketing Environment

Greg Kihlstrom

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.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

MoreLess

Year of publication:	[2025]
Authors:	Kihlstrom, Greg
Publisher:	Dulles, VA : Mercury Learning and Information
Subject:	Agile Marketing \| Scrum in Marketing \| Marketing Strategy \| Agile Framework \| Digital Marketing \| Marketing Innovation \| Scrum Methodology \| Marketing Teams \| Cross-functional Collaboration \| Iterative Marketing \| Customer-Centric Marketing \| Agile Implementation \| Marketing Optimization \| Marketing Campaigns \| Agile Transformation \| Continuous Improvement \| Marketing Leadership \| Marketing \| Marketingmanagement \| Marketing management \| Agilität \| Agility \| Online-Marketing \| Internet marketing
Description of contents:	Description [degruyterbrill.com] ; Description [degruyterbrill.com]

Extent:	1 Online-Ressource (327 p.)
Type of publication:	Book / Working Paper
Language:	English
Notes:	Frontmatter -- Contents -- Introduction -- Acknowledgments -- Part I: Introduction to Agile Marketing -- Chapter 1: What Is Agile? -- Chapter 2: The Twelve Agile Principles -- Chapter 3: What Is Agile Marketing? -- Chapter 4: Agile in Marketing versus Software -- Chapter 5: Methods of Implementing Agile Principles -- Part II: The Elements and Roles of Scrum in Agile Marketing -- Chapter 6: The Core Elements of Scrum -- Chapter 7: Additional Elements of Scrum -- Chapter 8: Scrum in Practice -- Chapter 9: Roles of a Scrum Team -- Part III: Implementing Scrum in Your Organization -- Chapter 10: Creating the Backlog -- Chapter 11: Sprint Planning -- Chapter 12: Daily Standups -- Chapter 13: Running a Successful Sprint -- Chapter 14: Retrospectives -- Part IV: The Marketing Scrum Team -- Chapter 15: Success as a Product Owner -- Chapter 16: Success as a Scrum Master -- Chapter 17: Success as a Product Team -- Part V: Adopting Agile Practices as a Marketing Organization -- Chapter 18: Adopting an Agile Mindset -- Chapter 19: Leadership’s Role -- Chapter 20: Where to Start -- Chapter 21: Agile Marketing in Action -- Chapter 22: Measuring Success -- Chapter 23: Business Value -- Chapter 24: Continuous Improvement -- Part VI: Working Collaboratively with Scrum -- Chapter 25: Working with Other Agile Teams -- Chapter 26: Working with Non-Agile Teams -- Chapter 27: Building Consensus and Knowledge-Sharing -- Chapter 28: Agile Team Growth and Improvement -- Epilogue -- Appendix A: Sprint Planning Agenda -- Appendix B: Standup Meeting Agenda -- Appendix C: Retrospective Meeting Agenda -- Appendix D: The Twelve Principles of Agile -- Index In English Issued also in print
ISBN:	978-1-5015-2098-3 ; 978-1-5015-2102-7 ; 978-1-5015-2357-1
Other identifiers:	10.1515/9781501520983 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10015441496