Hacking Marketing, Scott Brinker
Hacking Marketing, Scott Brinker
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Hacking Marketing
Agile Practices to Make Marketing Smarter, Faster, and More Innovative

Author: Scott Brinker

Narrator: Walter Dixon

Unabridged: 6 hr 39 min

Format: Digital Audiobook Download

Publisher: Ascent Audio

Published: 03/01/2017

Includes: Bonus Material Bonus Material Included


Synopsis

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 your side 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.

Reviews

Goodreads review by Vovka on July 25, 2017

The first part of this book underwhelms. It includes a description of agile software development practices that will bore to tears anybody that's worked in or on software development. It does no better a job of describing agile development methodologies than any number of wiki entries or blog posts.......more

Goodreads review by Angela on July 31, 2019

Summer Reading Challenge 10/27 No place like home: Read a book that appears in your Goodreads newsfeed. In Hacking Marketing Scott Brinker sets out to prove that the agile methodology used in the Development world can be successfully applied to Marketing, and will show similar positive results. This b......more

Goodreads review by John on August 19, 2016

A great primer for using agile software development practices in marketing. This can create serious productivity gains.......more

Goodreads review by Amanda on June 06, 2017

I've read a lot of marketing books. After over 11 years in the field, I often finish a book frustrated, thinking "ya, I get it - marketing is important". I pull out interesting case studies, tidbits then move on. Not with Hacking Marketing. I ate up every word of the management approach. Specificall......more

Goodreads review by Michael on March 31, 2021

Hacking Marketing was an excellent primer to understanding how marketing management has evolved with the digital age. Scott Brinker does a great job in explaining the similarities and differences that marketing and software companies have implemented for management. As a young marketer working in a......more