Title :
Can Marketing Go Agile?
Author_Institution :
Tech. Marketing Dept., Perforce Software, Inc., Alameda, CA, USA
Abstract :
Describes the first 18 months of a marketing department´s experiences with Agile methods. The first two rounds of successes and failures have led to a series of adjustments, the most important of which is cross-department coordination.
Keywords :
marketing data processing; software prototyping; Agile method; cross-department coordination; marketing; marketing department; Companies; Estimation; Marketing and sales; Roads; Schedules; Software; agile; marketing; scrum;
Conference_Titel :
Agile Conference (AGILE), 2012
Conference_Location :
Dallas, TX
Print_ISBN :
978-1-4673-2622-3
DOI :
10.1109/Agile.2012.15
