Hacking Marketing

Agile Practices to Make Marketing Smarter, Faster, and More Innovative

De: Scott Brinker

Narrado por: Walter Dixon

Duración: 6 h y 39 m

Resumen del Editor

Marketing management is racing to keep pace with the technological advances that are disrupting how customers connect and interact with brands. Instead of planning and producing a few big campaigns, marketers today must design and operate an explosion of continuous marketing touchpoints that evolve as quickly as their organization can manage. Marketing's speed, adaptability, and ability to balance innovation and scalability in this highly fluid digital environment have become key factors in a company's competitiveness.

How can marketing managers master these new dynamics? In many ways, modern marketing now shares a surprising number of characteristics with contemporary software development. Hacking Marketing reveals the fascinating parallels between these two disciplines - and shows how marketers, even with no technical background, can borrow and adapt successful ideas from software management to lead marketing more effectively in a digital world.

Written by one of the industry's foremost experts on the interplay between marketing and technology, Hacking Marketing is a nontechnical guide to managing marketing with a new generation of "digitally native" practices and frameworks. In a conversational style, it walks through pragmatic solutions to the challenges of increasing agility without losing strategic focus, accelerating marketing experimentation without sacrificing scalable operations, and empowering a more independent and distributed workforce without disconnecting executive leadership.

Whether you're an experienced marketing manager updating your skill set or a newcomer looking to gain a foothold in the current marketplace, keep this one-of-a-kind resource of convenient, authoritative information at the ready for its:

• Thoroughly clarifying primer on agile marketing, including fundamental concepts of iterative and incremental management, workflow strategies, team dynamics, and more
• Practical guidance for shaping marketing programs in a world of digital experience touchpoints, including working in perpetual beta, collaborative design, interactive content, and "big testing"
• Everyday tactics for managing the dichotomy between innovation and scalability, including a two-pronged approach to stability and agility, an easy-to-use "pace layering" model, and strategies for avoiding the pitfalls of complexity

Hacking Marketing expands your mind-set and skill set for cutting-edge marketing leadership in a digital world where everything flows with the speed and adaptability of software.

PLEASE NOTE: When you purchase this title, the accompanying reference material will be available in your Library section along with the audio.

©2016 Scott Brinker (P)2017 Gildan Media LLC

Really insightful

The beginning is rather watery, but afterwards the content is quite condensed and very valuable.

Great book

Great book. Had to listen to it 1.5x speed because the 1x speed is really slow, hence the 3 out of 5 performance rating.

Narration was so bad couldn't listen to it

I was unabke to listen to this book because the narration was just horrible! It was mechanical sounding and difficult to pay attention

Get to the point

Would you try another book from Scott Brinker and/or Walter Dixon?

No

What was most disappointing about Scott Brinker’s story?

Spent the first 11 minutes just talking about the term "Hacking". He kept defining the term from other angles. I listened for a total of 1 hour and 8 minutes and learned nothing. He has a lot to talk about but not much to teach.

Maybe the content improves further in. I'm cutting my losses.

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What disappointed you about Hacking Marketing?

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Has Hacking Marketing turned you off from other books in this genre?

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Would you be willing to try another one of Walter Dixon’s performances?

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If you could play editor, what scene or scenes would you have cut from Hacking Marketing?

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Any additional comments?

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