Hacking Marketing :

Brinker, Scott.

Hacking Marketing : Agile Practices to Make Marketing Smarter, Faster, and More Innovative. - 1st ed. - 1 online resource (221 pages)

Intro -- Praise for Hacking Marketing -- Title Page -- Copyright -- Dedication -- Introduction -- Part I: Marketing ≈ Digital ≈ Software -- Chapter 1: Hacking Is a Good Thing -- Facebook and the Hacker Way -- Why This Matters to You -- Notes -- Chapter 2: Marketing Is a Digital Profession -- Marketing in a Digital World -- Why Marketing Is Now a Digital Profession -- Notes -- Chapter 3: What Exactly Are Digital Dynamics? -- Speed -- Adaptability -- Adjacency -- Scale -- Precision -- Note -- Chapter 4: Marketing Is Now Deeply Entwined with Software -- Software Is Modern Marketing's Middleman -- Marketing Is a Software-Powered Discipline -- Notes -- Chapter 5: Marketers Are Software Creators Now -- Marketing-Managed Software Projects -- Marketing Automation Is Programming -- From Copy to Code -- Note -- Chapter 6: Parallel Revolutions in Software and Marketing -- Software's Twenty-First-Century Revolution -- Marketing's Twenty-First Century Revolution -- Two Parallel Revolutions -- Chapter 7: Adapting Ideas from Software to Marketing -- Pragmatic versus Dogmatic -- Part II: Agility -- Chapter 8: The Origins of Agile Marketing -- The Original Agile Manifesto -- A Blossoming of Agile and Lean Methods -- The Lean Start-Up -- The Agile Marketing Movement -- Notes -- Chapter 9: From Big Waterfalls to Small Sprints -- The Waterfall Model -- The Dangers of Waterfalls -- Agile Sprint Cycles -- Chapter 10: Increasing Marketing's Management Metabolism -- Reaction Speed Isn't Agility -- Balanced Responsiveness -- The Management Metabolism of Short Sprints -- Chapter 11: Think Big, but Implement Incrementally -- How to Develop Marketing Incrementally -- Objections to Incremental Marketing -- Incremental Marketing in Practice -- Note -- Chapter 12: Iteration = Continuous Testing and Experimentation -- Many Small Bets over a Few Large Ones. A Marketing Experimentation Machine -- Continuous Programs and Processes -- Notes -- Chapter 13: Visualizing Work and Workflow to Prevent Chaos -- Designing Your Own Kanban Board -- A Five-Stage Marketing Kanban Board -- Limiting Work in Progress -- The Pull Principle -- Creative Variations of Kanban Boards -- Note -- Chapter 14: Tasks as Stories along the Buyer's Journey -- Thinking in Stories, Not Tasks -- Stories in the Backlog, Tasks in the Sprint -- The Backlog as an Agile Management Tool -- Epics and Stories of Many Sizes -- Notes -- Chapter 15: Agile Teams and Agile Teamwork -- The Size and Makeup of Agile Teams -- The Value of Distributed Leadership -- Transparency and Team Communication -- Remote Teams Can Be Agile, Too -- Notes -- Chapter 16: Balancing Strategy, Quality, and Agility -- Quality Control in Agile Marketing -- Strategy Drives Agile Sprints -- Agile Strategy above the Sprints -- Notes -- Chapter 17: Adapting Processes, Not Just Productions -- Retrospectives to Continually Improve How -- No Rules, except Your Own -- Note -- Part III: Innovation -- Chapter 18: Moving Marketing from Communications to Experiences -- Messages, Media, and Mechanisms -- Interactive Content -- Marketing as User Experience -- Notes -- Chapter 19: Marketing in Perpetual Beta with an Innovation Pipeline -- Minimum Viable Promotion -- Prototypes and Perpetual Betas -- Notes -- Chapter 20: Collaborative Designs and the Quest for New Ideas -- Time, Money, and Innovation -- Collaborative Design for Marketing -- Expand Your Palette of Inspiration -- Notes -- Chapter 21: Big Testing Is More Important Than Big Data -- Big Testing Seeks Big Ideas -- Big Testing Opens a Big Tent -- Big Testing Is a Big Deal for Leadership -- Notes -- Part IV: Scalability -- Chapter 22: Bimodal Marketing -- The Edge and the Core -- Edge-to-Core Transitions -- Maturity Models. Notes -- Chapter 23: Platform Thinking and Pace Layering for Marketing -- Pace Layers for Marketing -- Layers, Partitions, and Platforms -- Platform Thinking in Marketing -- Notes -- Chapter 24: Taming Essential and Accidental Complexity in Marketing -- Tame Essential Complexity with Purpose -- Resist Overengineering -- Embrace Sunsetting -- Five Ways to Tame Accidental Complexity -- Notes -- Part V: Talent -- Chapter 25: Chasing the Myth of the 10× Marketer -- Empowering Modern Marketers -- The Full-Stack Marketer -- Hacking Marketing -- Note -- Acknowledgments -- About the Author -- Index -- End User License Agreement.

9781119183211


Marketing.


Electronic books.

HF5415.B6675 2016

658.8