Agile Marketing

Index

Note: Page numbers in italics indicate figures or tables

adaptability 34

and agility

on customer behaviour 5, 11

with customer obsession 23

on data 10

and flexibility 46

at continuation bias risk 61–64

on data 10, 20

and reprioritization 80

Adobe 23

advertising 143–45

‘after action review’ 101–02

Agile coaching 259–60

Agile: large ‘A’ and small ‘a’ comparison 29, 30, 31, 109–11

agile leaders 25

adaption needs 187, 188

asking better questions 182

control in decision making 136, 137

in greater autonomy 121–22

in mitigating dependencies 129, 132, 133

marketing teams, persistent with 140–43

see also high-performing marketing teams, empowering

Agile manifesto 27, 28

agile marketing culture

attributes of 199–202

autonomy and empowerment 199 ...