Create and apply responsive and adaptive marketing principles and practices with this guide to redesigning marketing structures, processes and culture, to be fit for purpose in today's changeable environment. Agile Marketing is an essential and practical roadmap to transforming your marketing by applying agile principles at scale and overcoming mindset and culture challenges to enable greater efficiency and quicker response times. Covering areas such as putting data and automation at the centre of agility, measuring success and creating and maintaining space for innovation, it features a range of invaluable frameworks, practical guidance and insightful examples from organizations such as Dell and Pepsi. Written by a recognized agile expert and marketing thought-leader who has worked with marketing teams in some of the largest global organizations, Agile Marketing also explores how to empower high-performing marketing teams and develop and pivot agile campaigns and content. Featuring tips and tools throughout and a step-by-step agile marketing transformation blueprint, it is a crucial resource for creating effective and streamlined marketing today and into the future.

Section - ONE: The agile marketing opportunity;