Hacking marketing : agile practices to make marketing smarter, faster, and more innovative / by Scott Brinker
By: Brinker, Scott.Publisher: Hoboken, N.J. : John Wiley & Sons, 2016Description: xii, 276 p. ; 24 cm.ISBN: 9781119183174.Subject(s): Marketing | Management | StrategyOnline resources: Download as an eBook
|Item type||Home library||Call number||URL||Status||Notes||Date due||Barcode||Item reserves|
|Book||Australia||224 BRI 2016 (Browse shelf)||Not for loan||CA011918|
|EBook||International||ProQuest eBook (Browse shelf)||Link to resource||eBook||Available as an ebook here|
|Book||New Zealand||224 HAC (Browse shelf)||Not for loan||CA008196|
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 production. 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 10x marketer.
Asserts that there are many parallels between modern marketing and contemporary software development. Reveals how marketers can borrow and adapt successful ideas from software management to lead marketing more effectively in a digital world.