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AGILE MARKETING by Michelle Accardi-Petersen

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A Practical Case for Using Agile Methods

In this chapter, we will look at how, in a recession economy, a large software company with multiple product lines successfully delivered greater value to the business while reducing its marketing staff and budget by more than 50%. This case study will examine the application of an agile approach for organizational alignment, process transformation and optimization, and managerial leadership. We'll look at how agile uses planning, iteration, and failures to ultimately succeed. We'll also start with looking at how a software company took the Agile Manifesto and created the new Agile Marketing Manifesto: ...

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