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Michelle Accardi-Petersen - Agile Marketing

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Michelle Accardi-Petersen Agile Marketing

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Clearly the marketing methods of old will not fulfill all the needs of todays organization. Today, the fast moving opportunities afforded by the internet, websites, social networking and data communication give those in the know a huge advantage over traditional marketers. The goal of this book is to teach you how. Author Michelle Accardi-Petersen has been on both the planning and implementation side of the problem. Utilizing methods that may be familiar to those with a software background but without the technical baggage, she presents the techniques that will put you way ahead of traditional marketers and move your organization to the forefront in their overall marketing operations. What youll learn How to apply agile project management skills to the marketing process to get better program results. Ideas on techniques that are currently working in the marketplace. How to template marketing plans or adapt the templates provided to meet your needs. The process you need to utilize to beat your competition and get the visibility you need for your product. Who this book is for This book is for those who would like to create and run successful marketing programs that meet the needs of their business and consumers. Marketing people, managers and small business owners will find this book useful. Table of Contents Why Does Marketing Need a New Method? A Practical Case for Using Agile Methods Aligning Resources or Collaborative LeadershipSales and Other Frenemies How to Get Moving Plan, Fail, Iterate, Succeed Chapter 6

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Agile Marketing Copyright 2011 by CA Technologies All rights reserved All - photo 1

Agile Marketing

Copyright 2011 by CA Technologies. All rights reserved. All trademarks, trade names, service marks and logos referenced herein belong to their respective companies.

The information in this publication could include typographical errors or technical inaccuracies, and the authors assume no responsibility for its accuracy or completeness. The statements and opinions expressed in this book are those of the authors and are not necessarily those of CA Technologies. (CA). CA may make modifications to any CA product, software program, method or procedure described in this publication at any time without notice.

Any reference in this publication to third-party products and websites is provided for convenience only and shall not serve as the authors' endorsement of such products or websites. Your use of such products, websites, any information regarding such products or any materials provided with such products or on such websites shall be at your own risk.

To the extent permitted by applicable law, the content of this book is provided AS IS without warranty of any kind, including, without limitation, any implied warranties of merchantability, fitness for a particular purpose, or non-infringement. In no event will the authors or CA be liable for any loss or damage, direct or indirect, arising from or related to the use of this book, including, without limitation, lost profits, lost investment, business interruption, goodwill or lost data, even if expressly advised in advance of the possibility of such damages. Neither the content of this book nor any software product referenced herein serves as a substitute for your compliance with any laws (including but not limited to any act, statute, regulation, rule, directive, standard, policy, administrative order, executive order, and so on (collectively, Laws) referenced herein or otherwise. You should consult with competent legal counsel regarding any such Laws.

All rights reserved. No part of this work may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage or retrieval system, without the prior written permission of the copyright owner and the publisher.

ISBN-13 (pbk): 978-1-4302-3315-2
ISBN-13 (electronic): 978-1-4302-3316-9

Trademarked names may appear in this book. Rather than use a trademark symbol with every occurrence of a trademarked name, we use the names only in an editorial fashion and to the benefit of the trademark owner, with no intention of infringement of the trademark.

Lead Editor: Jeffrey Pepper
Technical Reviewer: Bernard Klopfer
Editorial Board: Steve Anglin, Mark Beckner, Ewan Buckingham, Gary Cornell,
Morgan Ertel, Jonathan Gennick, Jonathan Hassell, Robert Hutchinson,
Michelle Lowman, James Markham, Matthew Moodie, Jeff Olson, Jeffrey
Pepper, Douglas Pundick, Ben Renow-Clarke, Dominic Shakeshaft, Gwenan
Spearing, Matt Wade, Tom Welsh
Coordinating Editor: Jennifer L. Blackwell
Copy Editor: Mary Ann Fugate
Compositor: Mary Sudul
Indexer: SPi Global
Cover Designer: Anna Ishschenko

The information in this book is distributed on an as is basis, without warranty. Although every precaution has been taken in the preparation of this work, neither the author(s) nor Apress shall have any liability to any person or entity with respect to any loss or damage caused or alleged to be caused directly or indirectly by the information contained in this work.

Distributed to the book trade worldwide by Springer Science+Business Media, LLC., 233 Spring Street, 6th Floor, New York, NY 10013. Phone 1-800-SPRINGER, fax (201) 348-4505, e-mail .

For information on translations, please e-mail .

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The information in this book is distributed on an as is basis, without warranty. Although every precaution has been taken in the preparation of this work, neither the author(s) nor Apress shall have any liability to any person or entity with respect to any loss or damage caused or alleged to be caused directly or indirectly by the information contained in this work.

This book is dedicated to my mentor,
George Fischer, who has taught me that
the power to be successful is not dependent
on the constraints put on you by others
but on your ability to focus on what's possible.

Contents
About the Author

Michelle Accardi-Petersen is currently vice president of Internet marketing at - photo 2Michelle Accardi-Petersen is currently vice president of Internet marketing at CA Technologies.

Michelle started her career in direct sales and marketing as a licensed real estate agent, where she was an early adopter of the Internet to attract new buyers. After university Michelle started at Infresco Corporation, an independent software subsidiary of CA Technologies focused on revitalizing legacy appli-cations, where she held a variety of positions in product marketing and support. Michelle's innovative approaches to challenges and exceptional service mentality garnered her much praise from both her internal and external customers. It was because of her superior internal and external customer relationships that she was then offered the opportunity to take a leadership position at CA Tech-nologies headquarters in New York, running CA's Global Sales Support program, and later moved into a leadership role in field marketing, helping to create account-based marketing programs for CA's strategic accounts. Michelle has been recognized as an expert in her field by Gulf Coast Business Review, which included her in the 40 under 40 in 2009, and South Florida Business Journal, which included her in Women Who Mean Business.

Michelle was raised in Venice, Florida, where she currently lives with her husband. She received her undergraduate degree from the University of South Florida and her MBA from American InterContinental University.

When she isn't on the road traveling and strategizing worldwide sales and marketing tactics at CA Technologies, she is a member of the American Marketing Association and the Data Application Management Association.

About the Technical Reviewer

Bernard S. Klopfer was responsible for reviewing Agile Marketing for technical accuracy. With a diversified technical, marketing, consulting, and management background, Bernard S. Klopfer has held executive roles in the software and technology fields for more than 20 years. During this time he has worked with global responsibilities in management consulting, sales and sales enablement, services and engagement management, application development, field marketing, corporate marketing, program development, marketing transformation and, in his current role as VP, Internet Marketing for CA Technologies.

In these capacities, he has driven and managed successful development and implementations of technology for customers and clients worldwide as well as creative marketing initiatives and programs for web, video, print, trade shows and events.

Known for his unique ability to effectively communicate and motivate a broad spectrum of people, Bernard has been recognized for his innovative and pragmatic approach to achieving business goals, consistently and successfully overseeing large, multifaceted international work teams to get the job done.

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