{"product_id":"9781119223030","title":"The Agile Marketer: Turning Customer Experience Into Your Competitive Advantage","description":"\u003cb\u003eThe marketer's guide to modernizing platforms and practices\u003c\/b\u003e \u003cp\u003eMarketing in the digital era is a whole new game: it's fundamentally about competing on the customer experience. Marketers must integrate a complex set of technologies to capture the customer's digital body language—and thereby deliver the right experiences, at the right times, via the right channels. This approach represents a formidable technological and practical challenge that few marketers have experience with.\u003c\/p\u003e \u003cp\u003eThe methods that enable marketers to meet this challenge are emerging from an unexpected place: the world of software development. The Agile methodologies that once revolutionized software development are now revolutionizing marketing.\u003c\/p\u003e \u003cp\u003eAgile provides the foundation for alignment between the marketing and product management sides. It can unleash a whole array of new marketing opportunities for growth hacking as well as for \"baking\" marketing directly into your products or services. Beyond that, as a discipline it can serve as a bridge to strategic alignment, positioning the chief marketing officer alongside the chief product officer as the two primary drivers of the business.\u003c\/p\u003e \u003cp\u003eWritten by a premier practitioner of modern marketing, this book will provide you with:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eInsights on the evolution of product development and management in the organization—and why marketing must partner with them in the new era\u003c\/li\u003e \u003cli\u003eAn understanding of Agile methods and their application to marketing\u003c\/li\u003e \u003cli\u003eA plan for integrating Agile with your traditional methods\u003c\/li\u003e \u003cli\u003eTactics to drive alignment with product management\u003c\/li\u003e \u003cli\u003eA pathway to becoming the steward of customer experience\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eRich with examples, case studies, illustrations, and exercises drawn from the author's wide-ranging experience (from startups to a top global technology company), \u003ci\u003eThe Agile Marketer\u003c\/i\u003e will help you transform marketing in your organization, in spirit and practice—and help realize its critical roles in product management and the customer experience.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47121589764336,"sku":"9781119223030","price":25.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781119223030_p0.jpg?v=1763696859","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781119223030","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}