| Titre : | The Agile Marketer : Turning Customer Experience Into Your Competitive Advantage |
| Auteurs : | Roland SMART, Auteur |
| Type de document : | Document électronique |
| Editeur : | Hoboken [Etats-Unis] : John Wiley & Sons, 2016 |
| ISBN/ISSN/EAN : | 978-1-119-22301-6 |
| Format : | 240 p. / pdf |
| Langues: | Anglais |
| Index. décimale : | 738 (Stratégie marketing / positionnement / prix) |
| Catégories : |
Thésaurus du Management INNOVATION TECHNOLOGIQUE ; INTERNET ; MARKETING OPERATIONNEL ; RESEAU SOCIAL ; TIC |
| Résumé : |
Marketing 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.
The 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. (source éditeur) |
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