Summary of Roland Smart's The Agile Marketer

Please note: This is a companion version & not the original book. Sample Book Insights: #1 The heightened exposure of social media has created a new era of pressure on companies to treat customers better, and to share information with them in a more transparent manner. This has led to a period of the age of the marketer, in which marketers are becoming more important than ever before. #2 The company’s approach to its core service, which is forcing customers to buy services in bundles they don’t want, has been out of sync with the market’s direction for years. #3 The company must change its approach to product development and marketing in order to compete with the wealth of innovative alternatives now available on the content distribution side of their business. #4 It will be difficult to turn around Comcast, but it is possible if the company adopts a new approach to both innovation and marketing. The approach is designed to help companies like Comcast understand their customers better and design for their evolving needs.