Agile Marketing: Implementing Scrum in a Marketing Environment - Paperback

by Greg Kihlstrom (Author)

In today's AI-driven world, effective communication with intelligent systems has become a necessity rather than a luxury. This book, Optimizing Prompt Engineering for Generative AI serves as your comprehensive guide to mastering the art and science of crafting compelling prompts that unlock the full potential of AI.FEATURES- An overview of Agile Principles and how they apply to marketing- An in-depth review of Scrum: its elements, roles, and practices- How to effectively move from a traditional waterfall approach to an Agile, Scrum-based approach- How to work with other Agile and non-Agile teams in an enterprise environment- The importance of continuous improvement in Agile Marketing- How to focus on business value when implementing Agile Marketing

Author Biography

With over 25 years working in marketing operations and technology, Greg Kihlstr?m has led and coached teams to move towards Agile Marketing approaches, from Fortune 500 companies to smaller organizations. In addition to writing several bestselling books on marketing topics, he has worked inhouse at companies, owned and managed a digital experience agency, and most recently works with Fortune 1000 companies on marketing technology and operations initiatives that often require a focus on determining return on investment (ROI) and measurement of the meaningful metrics that drive investment decisions in the areas of marketing and customer experience.