Book description
The leaders of Razorfish share their strategies for merging marketing and IT
To create rich, technologically enabled experiences, enterprises need close collaboration between marketing and IT. Converge explains how the merging of technology, media, and creativity is revolutionizing marketing and business strategy. The CEO and CTO of Razorfish, one of the world's largest digital marketing agencies, give their unique perspective on how to thrive in this age of disruption. Converge shares their first-hand experience working closely with global brands—including AXE, Intel, Samsung, and Kellogg—to solve business problems at the collision point between media, technology, and marketing.
With in-depth looks at cloud computing, data- and API-enabled creativity, ubiquitous computing, and more, Converge presents a roadmap to success.
Explains how to organize for innovation within your own organization by applying the principles of agile development across your business
Details how to create a religion around convergence, explaining how to tell the story throughout the organization
Outlines how to adapt processes to keep up with and take advantage of rapid technological change
A book by practitioners for practitioners, Converge is about rethinking business organizations for a new age and empowering your people to thrive in a brand, new world.
Table of contents
- Cover
- Contents
- Title
- Copyright
- Foreword
- Introduction
- Part I: Converge = Marketing + Technology
-
Part II: The Road Map
- Chapter 8: Creating a Religion around Convergence
- Chapter 9: How to Change Your Organizational Structure
- Chapter 10: How to Change Your Processes
-
Chapter 11: Achieving Convergence through Agile Methodology
- Individuals and Interactions over Processes and Tools
- Working Software over Comprehensive Documentation
- Customer Collaboration over Contract Negotiation
- Responding to Change over Following a Plan
- How We Use Agile
- Another Benefit of Agile Lies in How It Facilitates Communication
- How to Get Started
- Convergence Catalysts
- Final Thoughts
- Glossary
- Acknowledgments
- Index
Product information
- Title: Converge: Transforming Business at the Intersection of Marketing and Technology
- Author(s):
- Release date: April 2013
- Publisher(s): Wiley
- ISBN: 9781118575529
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