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Agile Marketing
book

Agile Marketing

by Neil Perkin
April 2022
Intermediate to advanced
288 pages
7h 58m
English
Kogan Page
Content preview from Agile Marketing

02

Defining agile marketing

What it is, and what it’s not

Looking at the new through the lens of the old

Entrepreneur and venture capitalist Chris Dixon has described how significant computing waves generally have two eras: one defined by skeuomorphism where the design thinking is predominantly adapted from older domains, which then gives way to the native era where the true potential of the new technology is realized.1 He gives the example of how the early web saw mainly digital adaptations of pre-internet era activities.

Media and publishing are a great example of this phenomenon. The first digital magazines were PDFs of printed magazines put up online. These were static, hard to read and impossible to navigate on a screen. They were a terrible ...

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Publisher Resources

ISBN: 9781398605114