Apply software-inspired management concepts to
accelerate modern marketing
In many ways, modern marketing has more in
common with the software profession than it does with classic marketing
management. As surprising as that may sound, it's the natural result of the
world going digital. Marketing must move faster, adapt more quickly to market
feedback, and manage an increasingly complex set of customer experience
touchpoints. All of these challenges are shaped by the dynamics of
software--from the growing number of technologies in our own organizations to
the global forces of the Internet at large.
But you can turn that to your advantage. And
you don't need to be technical to do it.
"Hacking Marketing" will show you how
to conquer those challenges by adapting successful management frameworks from
the software industry to the practice of marketing for "any" business
in a digital world. You'll learn about agile and lean management methodologies,
innovation techniques used by high-growth technology companies that any
organization can apply, pragmatic approaches for scaling up marketing in a
fragmented and constantly shifting environment, and strategies to unleash the
full potential of talent in a digital age.
Marketing responsibilities and tactics have
changed dramatically over the past decade. This book now updates marketing
management to better serve this rapidly evolving discipline. Increase the tempo
of marketing's responsiveness without chaos or burnout Design
"continuous" marketing programs and campaigns that constantly evolve
Drive growth with more marketing experiments while actually reducing risk
Architect marketing capabilities in layers to better scale and adapt to change
Balance strategic focus with the ability to harness emergent opportunities
As a marketer and a manager, "Hacking
Marketing" will expand your mental models for how to lead marketing in a
digital world where everything--including marketing--flows with the speed and
adaptability of software.
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