Includes bibliographical references and index.

"The Six Disciplines of Agile Marketing provides a framework for how to adopt Agile in marketing organizations. This framework is based on the author's experience helping over 60 organizations adopt Agile, from Fortune 500 companies, to Silicon Valley growth companies, to mid-size manufacturing companies, to educational institutions and non-profits. There are a number of books that have evangelized Agile Marketing, explaining why traditional marketing is broken, and why Agile is the right approach. There is not, however, a book that provides guidance on how to adopt Agile in marketing organizations, particularly mid-size to larger organizations. Agile has completely transformed software development and is poised to transform marketing. The Six Disciplines of Agile Marketing details the six disciplines to master and four organizational shifts that must occur for a successful adoption of Agile in marketing"-- Provided by publisher.