In an era where marketing undergoes rapid change driven by technology, traditional approaches often struggle to keep pace. Scott Brinker's work explores how marketing can gain agility and resilience by borrowing principles from software development, particularly agile practices. The book posits that marketing and software disciplines are converging, both in mindset and operational tactics, creating new opportunities for marketers to enhance creativity, responsiveness, and innovation.

• Marketing is increasingly becoming a digital management discipline, requiring new operational frameworks.
• Agile methodologies offer marketers a way to adapt quickly to changing...
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