Hacking marketing : agile practices to make marketing smarter, faster, and more innovative /

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"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. Ma...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Brinker, Scott, 1971- (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hoboken, New Jersey : John Wiley & Sons, Inc., [2016]
Temas:
Marketing.
Marketing > Management.
Marketing
Marketing > Gestion.
marketing.
BUSINESS & ECONOMICS > Marketing > General.
Marketing > Management
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • Machine generated contents note: 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.
  • Note continued: 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.

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