Agile Marketing : Implementing Scrum in a Marketing Environment / Greg Kihlstrom.

Format:

Book

Author/Creator:

Kihlström, Greg, author.

Language:

English

Subjects (All):

Marketing--Technological innovations.

Marketing.

Physical Description:

1 online resource (326 pages)

Edition:

First edition.

Place of Publication:

Boston, MA : Mercury Learning and Information, [2025]

Summary:

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

Contents:

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

Notes:

Description based on publisher supplied metadata and other sources.

Description based on print version record.

ISBN:

9781501520983

OCLC:

1505733901