Wednesday, July 24, 2019

Hacking Marketing (Agile Practices To Make Marketing Smarter, Faster, and More Innovative)


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Description
It’s a fascinating time to work in marketing.

It’s also a somewhat dizzying time, with so much change happening around us.

The world is becoming more digital every day, steadily reshaping relationships between customers and businesses in the process. Buyers have more information, more options, and more leverage in when, where, and how they engage with sellers. And their expectations are rising, as state-of-the-art, digitally native companies—from Amazon.com to Uber—push the limits of what is possible into what is desired and then demanded.

For some businesses, that may still seem like a far-off, foreign realm. Not many of us aim to compete with those digital wunderkinder. Yet every day, we see more signs of digital dynamics infiltrating the space between us and our customers, disrupting sales and marketing in a thousand small ways—and not-so-small ways. We feel the tremors of our competitive landscape shifting.

Content:-
Introduction
I: MARKETING ≈ DIGITAL ≈ SOFTWARE
1. Hacking Is a Good Thing
2. Marketing Is a Digital Profession
3. What Exactly Are Digital Dynamics?
4. Marketing Is Now Deeply Entwined with Software
5. Marketers Are Software Creators Now
6. Parallel Revolutions in Software and Marketing
7. Adapting Ideas from Software to Marketing
II: AGILITY
8. The Origins of Agile Marketing
9. From Big Waterfalls to Small Sprints
10. Increasing Marketing’s Management Metabolism
11. Think Big, but Implement Incrementally
12. Iteration = Continuous Testing and Experimentation
13. Visualizing Work and Workflow to Prevent Chaos
14. Tasks as Stories along the Buyer’s Journey
15. Agile Teams and Agile Teamwork
16. Balancing Strategy, Quality, and Agility
17. Adapting Processes, Not Just Productions
III: INNOVATION
18. Moving Marketing from Communications to Experiences
19. Marketing in Perpetual Beta with an Innovation Pipeline
20. Collaborative Designs and the Quest for New Ideas
21. Big Testing Is More Important Than Big Data
IV: SCALABILITY
22. Bimodal Marketing : Balancing Innovation and Scalability
23. Platform Thinking and Pace Layering for Marketing
24. Taming Essential and Accidental Complexity in Marketing
V: TALENT
25. Chasing the Myth of the 10× Marketer
Notes
Acknowledgments
About the Author
Index

Author Details
"SCOTT BRINKER"




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