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Маркетинг

Стратегия 360

19 мар

Agile в маркетинге: как быстро реагировать на изменения рынка, адаптировать стратегию и снижать риски по продуктам

В больших компаниях и не очень цифровой маркетинг развивался как отдельная субкультура, постепенно занимая свое место под солнцем и вытесняя нецифровые каналы коммуникаций. Однако подходы к планированию маркетинга чаще всего остаются «из того века»: годовой план, бюджет и др. Как совместить гибкость, адаптивность цифры с управлением маркетингом?…

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Маркетинг

Стратегия 360

22 фев

«Спроси маму»: как задавать правильные вопросы, чтобы узнать правду от клиентов? Саммари для начинающих

Хорошая идея продукта или плохая? На этот вопрос может ответить только рынок, все остальное — это субъективные мнения, а мнения бесполезны. Так как же подтвердить идею будущего продукта у «ранних пользователей»? Как задавать правильные и важные вопросы, чтобы «достать» действительно полезную информацию? Разберемся с простыми правилами на основе…

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