PROGRAM

BM-6 Agile Marketing Practice Companies Today

You say, "Agile is all about super-fast PDCA, right?"

-No, it is not. The New New Product Development Game" (Harvard Business Review, 1986), an earlier study, argued that new businesses "need speed and flexibility" and that to achieve this, they must change the way they work, build teams that transcend departmental barriers, and face their customers. This is the starting point of Agile. That is the starting point of Agile.

Therefore, agile marketing is "a process management and methodology in which cross-functional teams work together flexibly and speedily to make repeated improvements based on data obtained through customer experience. In this session, marketers who are practicing agile marketing in the true sense of the word will speak and explain their methods.

• Moderator

  

  Kentaro Matsumoto

  GrowthＸ Inc.

  Head of Marketing Division

  

• 

  Masayoshi Okuda

  Recruit Co., Ltd.

  Marketing Department, Sales Promotion Marketing Unit 4, English Marketing Group, Group Manager

  

• 

  Hanae Kawai

  Mars Japan Limited

  Marketing Director

  

• 

  Masaki Tabe

  NOVASELL INC.

  Representative Director and CEO