What are the best books about applying agile methodology to marketing?
It’s worth splitting this onto two questions: [1] Books and resources for product managers/product owners about agile: Greg Cohen’s book is a strong, as is Roman Pichler’s book. Also see my long series of posts ( http://www.mironov.com/category/… ) on agile, most of which are also in my PM book. Having product owners/product managers who deeply understand agile and its interactions with outbound markets is (IMHO) critical. Eager for more work in the area. [2] Marketing in the broad sense, which has little or nothing to do with software development or tech product management, is IMO well outside the scope of agile. The marketing world worries about audiences, promotion, broad market acceptance, etc. Thoughtful quantitative discussions about process improvement tend to be in the areas of direct marketing, web analytics, SEO, and mass-market consumer behavior — none of which are adequately addressed by agile in its current form.
