Agile Marketing by Michelle Accardi-Petersen

Author:Michelle Accardi-Petersen
Language: eng
Format: epub, mobi, pdf
Publisher: Apress®
Published: 2011-11-18T16:00:00+00:00

Figure 4-1. Agile software development © 2009 by CA, Inc.

As discussed before, evolving means including the progress in communication mechanisms centered around the traditional objectives of getting the marketing messages and branding to your customers. Yes, there is an artistic as well as a scientific aspect to “the what” of marketing. But beyond the nuance of this unique business activity, you have to take into account the new social world of marketing and selling. There is always a process that a buyer goes through to decide to buy things, and marketing needs to plan how it is going to facilitate that process to get the buyer to a decision point. Just as manufacturing is in a constant state of improvement, so must marketing be. Take, for instance, software development, which must continually meet the demands of the market, and some common agile and traditional development techniques. Notice throughout each of these agile methodology processes that the underlying design is the allowance of iterative reviews toward short-term objectives and the flexibility to “adjust as you go,” as shown in Table 4-1 through Table 4-12.

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