Preface
This is a book about how.
It’s not about why your company is in business, or why someone should choose you over your primary competitor. It isn’t about whom you should target; it doesn’t tell you the right segments to approach, or what your perfect persona might look like. It isn’t about what marketing channels or tactics you need. It doesn’t guide you to a perfect omnichannel strategy. It isn’t here to help you blend artificial intelligence and machine learning into your marketing mix. It’s about something greater than any of that.
Mastering Marketing Agility is about how to make your marketing activities—all of them—better.
Whatever your marketing looks like, the framework detailed here gets it flowing more smoothly. Whether you’re ...
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