Description
Neil Perkin is the founder of Only Dead Fish, a consultancy which specializes in digital strategy, transformation and agility. Based in Sussex, UK, he has run marketing training and consulted on marketing transformation and capability with a variety of large, multi-national businesses and curates the Firestarters thought leadership events for Google UK. A regular keynote speaker, he has written for Econsultancy, Marketing Week and The Marketing Society and has been named by Sage as a ‘Top 100 Global Business Influencer’. He is also the author of Agile Transformation and the co-author of Building The Agile Business Through Digital Transformation, both published by Kogan Page. Section – ONE: The agile marketing opportunity; Chapter – 01: Marketing in the digital age; Chapter – 02: Defining agile marketing – what it is, and what it’s not; Chapter – 03: Agile process and principles; Section – TWO: Agile marketing strategy; Chapter – 04: Understanding context and situational awareness; Chapter – 05: Adaptive strategy; Section – THREE: Agile marketing execution; Chapter – 06: Using sprints; Chapter – 07: Applying methodology to marketing execution; Section – FOUR: Scaling agile marketing; Chapter – 08: Agile marketing structures; Chapter – 09: Agile marketing at scale; Chapter – 10: Agile resourcing; Section – FIVE: Agility from data; Chapter – 11: Why data is the foundation of agile; Chapter – 12: Learning well with data; Section – SIX: Agile marketing culture and leadership; Chapter – 13: What is agile culture in marketing?; Chapter – 14: A culture of exploration; Chapter – 15: Empowering high-performing marketing teams; Section – SEVEN: The agile marketing transformation; Chapter – 16: Conclusion
