| Title: | The Agile Marketer : Turning Customer Experience Into Your Competitive Advantage |
| Authors: | Roland SMART, Author |
| Material Type: | Electronic document |
| Publisher: | Hoboken [Etats-Unis] : John Wiley & Sons, 2016 |
| ISBN (or other code): | 978-1-119-22301-6 |
| Size: | 240 p. / pdf |
| Languages: | English |
| Class number: | 738 (Stratégie marketing / positionnement / prix) |
| Descriptors: |
Thésaurus du Management ICT ; INTERNET ; OPERATIONAL MARKETING ; SOCIAL NETWORK ; TECHNOLOGICAL INNOVATION |
| Abstract: |
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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