Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster, and More Innovative
- 3h 22m
- Scott Brinker
- John Wiley & Sons (US)
- 2016
In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software—from the growing number of technologies in our own organizations to the global forces of the Internet at large.
But you can turn that to your advantage. And you don't need to be technical to do it.
Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world. You'll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age.
Marketing responsibilities and tactics have changed dramatically over the past decade. This book now updates marketing management to better serve this rapidly evolving discipline.
- Increase the tempo of marketing's responsiveness without chaos or burnout
- Design "continuous" marketing programs and campaigns that constantly evolve
- Drive growth with more marketing experiments while actually reducing risk
- Architect marketing capabilities in layers to better scale and adapt to change
- Balance strategic focus with the ability to harness emergent opportunities
As a marketer and a manager, Hacking Marketing will expand your mental models for how to lead marketing in a digital world where everything—including marketing—flows with the speed and adaptability of software.
In this Book
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Hacking Marketing—Agile Practices To Make Marketing Smarter, Faster, And More Innovative
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Introduction
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Hacking Is a Good Thing
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Marketing Is a Digital Profession
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What Exactly Are Digital Dynamics?
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Marketing Is Now Deeply Entwined with Software
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Marketers Are Software Creators Now
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Parallel Revolutions in Software and Marketing
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Adapting Ideas from Software to Marketing
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The Origins of Agile Marketing
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From Big Waterfalls to Small Sprints
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Increasing Marketing’s Management Metabolism
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Think Big, but Implement Incrementally
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Iteration = Continuous Testing and Experimentation
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Visualizing Work and Workflow to Prevent Chaos
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Tasks as Stories along the Buyer’s Journey
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Agile Teams and Agile Teamwork
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Balancing Strategy, Quality, and Agility
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Adapting Processes, Not Just Productions
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Moving Marketing from Communications to Experiences
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Marketing in Perpetual Beta with an Innovation Pipeline
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Collaborative Designs and the Quest for New Ideas
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Big Testing Is More Important Than Big Data
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Bimodal Marketing—Balancing Innovation and Scalability
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Platform Thinking and Pace Layering for Marketing
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Taming Essential and Accidental Complexity in Marketing
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Chasing the Myth of the 10× Marketer
