| Description |
xii, 276 pages : illustrations, charts ; 24 cm |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
Marketing ≈ Digital ≈ Software -- Hacking Is a Good Thing -- Marketing Is a Digital Profession -- What Exactly Are Digital Dynamics? -- Marketing Is Now Deeply Entwined with Software -- Marketers Are Software Creators Now -- Parallel Revolutions in Software and Marketing -- Adapting Ideas from Software to Marketing -- Agility -- The Origins of Agile Marketing -- From Big Waterfalls to Small Sprints -- Increasing Marketing's Management Metabolism -- Think Big, but Implement Incrementally -- Iteration = Continuous Testing and Experimentation -- Visualizing Work and Workflow to Prevent Chaos -- Tasks as Stories along the Buyer's Journey -- Agile Teams and Agile Teamwork -- Balancing Strategy, Quality, and Agility -- Adapting Processes, Not Just Productions -- Innovation -- Moving Marketing from Communications to Experiences -- Marketing in Perpetual Beta with an Innovation Pipeline -- Collaborative Designs and the Quest for New Ideas -- Big Testing Is More Important Than Big Data -- Scalability -- Bimodal Marketing: Balancing Innovation and Scalability -- Platform Thinking and Pace Layering for Marketing -- Taming Essential and Accidental Complexity in Marketing -- Talent -- Chasing the Myth of the 10× Marketer. |
| Summary |
"Marketing as a discipline has been thoroughly disrupted by digital technologies. The speed of rapidly changing markets demands "agile" management practices. Delivering a cohesive buyer's journey across multiple channels -- web, email, social, mobile -- is a challenge of user experience (UX) design. The shift from producing a few big campaigns to operating a constant stream of marketing touchpoints is analogous to "continuous deployment" models pioneered by cloud-based services. Quickly experimenting with new marketing ideas on a small scale is like prototyping and beta testing. Hacking Marketing draws upon some of the most successful ideas from software management and tech start-up culture and adapts them for marketing leadership in a digital world. No technical background is required. This is not a technical book. It is a general business book that teaches non-technical marketers a new set of concepts and frameworks that they can use to master marketing in an age where everything is now powered by software and shaped by the dynamics of technology" -- Provided by publisher. |
| Subject(S) |
Marketing.
|
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Marketing -- Management.
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Marketing -- General.
|
| ISBN |
9781119183174 (hardback) |
|
1119183170 (hardback) |
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Other Resources
