A Practical Case for Using Agile Methods

Michelle Accardi-Petersen

Chapter Chapter 2 in Agile Marketing, 2011, pp 45-75 from Springer

Abstract: Abstract 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 create the new Agile Marketing Manifesto: ■_People working together for a common goal over processes and tools ■_Campaigns that deliver vs. the same old marketing plans ■_Customer collaboration through crowdsourcing not through guesswork ■_Taking action over talking

Keywords: Online Experience; Agile Method; Business Requirement; Customer Interaction; Touch Point (search for similar items in EconPapers)
Date: 2011
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-1-4302-3316-9_2

Ordering information: This item can be ordered from
http://www.springer.com/9781430233169

DOI: 10.1007/978-1-4302-3316-9_2

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().