Book description

Clearly the marketing methods of old will not fulfill all the needs of today's organization. Today, the fast moving opportunities afforded by the internet, websites, social networking and data communication give those in the know a huge advantage over traditional marketers. The goal of this book is to teach you how.

Author Michelle Accardi-Petersen has been on both the planning and implementation side of the problem. Utilizing methods that may be familiar to those with a software background but without the technical baggage, she presents the techniques that will put you way ahead of traditional marketers and move your organization to the forefront in their overall marketing operations.

What you'll learn

  • How to apply agile project management skills to the marketing process to get better program results.

  • Ideas on techniques that are currently working in the marketplace.

  • How to template marketing plans or adapt the templates provided to meet your needs.

  • The process you need to utilize to beat your competition and get the visibility you need for your product.

Who this book is for

This book is for those who would like to create and run successful marketing programs that meet the needs of their business and consumers. Marketing people, managers and small business owners will find this book useful.

Table of contents

  1. Title
  2. Dedication
  3. Contents
  4. About the Author
  5. About the Technical Reviewer
  6. Acknowledgments
  7. Introduction
  8. CHAPTER 1: Agile: Marketing's New Method
    1. A Look at Whom You Are Serving
    2. The Four Ps and the Marketplace
    3. Marketing Processes
    4. The Solution: Agile Marketing
  9. CHAPTER 2: A Practical Case for Using Agile Methods
    1. Personal Development
    2. Persona Types
    3. Further Persona Development
    4. Analytics Strategy
    5. Functional Delivery
  10. CHAPTER 3: Collaborative Leadership
    1. Finding Your Way to the Marketing Garden of Eden with ADAM and EVE
    2. The Four-Step Process
    3. Target the Silos
    4. Make Agile a Priority
    5. Cultivating Customers
    6. Reinventing Marketing
    7. Different Roles for Marketing
    8. Why Can't They Just Get Along?
    9. Customer-Facing Functions
    10. Customer Service and Support
    11. A New Focus on Customer Metrics
    12. Four Types of Relationships
    13. Moving Up
  11. CHAPTER 4: Plan, Fail, Iterate, Succeed
    1. Step 1: Plan
    2. Step 2: Iterate
    3. Step 3: Fail
    4. Step 4: Succeed
    5. Why Do We Care About Writing Great Plans?
    6. Seeing the Big Picture So You Can Iterate the Details
    7. Understand the Marketing Challenge
    8. Identify Market Opportunities
    9. Select a Target Market
    10. Decide How to Attract Customers
    11. Communication Objectives
    12. Message Design, Budget, and Media
    13. Evaluating Communication Effectiveness
    14. Don't Be Afraid to Try New, Untested Mediums like Web 2.0
    15. Personal Selling
    16. Decide on Pricing
    17. Identify How to Grow and Keep Customers
    18. Ensure the Financials of the Marketing Program Make Sense
    19. Contribution Analysis
    20. A Never-Ending Process
    21. Understand What We Need to Know for Feedback into the Loop
    22. Keys to Success: Selling Is Part of Marketing!
    23. Tell a Story
    24. Keep It Simple
  12. CHAPTER 5: How to Get Moving in Agile
    1. Process Alignment
    2. Functional Alignment
    3. Continual Improvement
    4. Transformation Framework
    5. Organizational Alignment
    6. Sales Alignment
    7. Key Changes Necessary to Effect Marketing Transformation
  13. CHAPTER 6: Crowdsourcing or Once Again Formalizing My Practice
    1. Beyond the Team: Crowdsourcing
    2. Agile Crowdsourcing: Plan
    3. Content Development
    4. Product Development
    5. Crowdsourcing and Ideation
    6. Marketing
    7. Initiate the Wave
    8. Home or Away: The Platforms
    9. Motivate and Spur Participation
    10. Crowdsourcing and Agile Marketing
    11. Difference Between Crowdsourcing, Open Innovation, Mass Collaboration, and Co-creation
    12. Crowdsourcing Beyond Ideation
  14. References
  15. Index

Product information

  • Author(s): Michelle Accardi-Petersen
  • Release date: November 2011
  • Publisher(s): Apress
  • ISBN: 9781430233152