Death of a Marketer
Death of a Marketer: Modern Marketing's Troubled Past and a New Approach to Change the Future
Author: Andrea Fryrear
Marketing is in critical condition. Hurled into the twenty-first century amidst a storm of digital disruption, it has since focused solely on surviving in a hostile climate. But mere survival is no longer a mark of fitness. Audiences demand excellence. And marketing excellence requires agility. Using a detailed historical lens, Death of a Marketer charts a course toward marketing's Agile future.
Review: For marketing organisations, Andrea's book is mandatory. I'm always a fan of history, so appreciate that she starts with an historical overview on marketing to provide context for the rest of the book. She clearly outlines (with evidence) the case for change; for marketing organisations to being to adopt agile ways of working. And finally, practical advice on different methods and how to make it happen.
Buy a copy: Amazon link