{"product_id":"hacking-marketing-isbn-9781119183174","title":"Hacking Marketing","description":"\u003cb\u003eApply software-inspired management concepts to accelerate modern marketing\u003c\/b\u003e \u003cp\u003eIn 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.\u003c\/p\u003e \u003cp\u003eBut you can turn that to your advantage. And you don't need to be technical to do it.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eHacking Marketing\u003c\/i\u003e will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for \u003ci\u003eany\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eMarketing responsibilities and tactics have changed dramatically over the past decade. This book now updates marketing management to better serve this rapidly evolving discipline.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eIncrease the tempo of marketing's responsiveness without chaos or burnout\u003c\/li\u003e \u003cli\u003eDesign \"continuous\" marketing programs and campaigns that constantly evolve\u003c\/li\u003e \u003cli\u003eDrive growth with more marketing experiments while actually reducing risk\u003c\/li\u003e \u003cli\u003eArchitect marketing capabilities in layers to better scale and adapt to change\u003c\/li\u003e \u003cli\u003eBalance strategic focus with the ability to harness emergent opportunities\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eAs a marketer and a manager, \u003ci\u003eHacking Marketing\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eIntroduction ix\u003c\/p\u003e \u003cp\u003e\u003cb\u003eI Marketing ≈ Digital ≈ Software 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 Hacking is a Good Thing 3\u003c\/p\u003e \u003cp\u003e2 Marketing is a Digital Profession 9\u003c\/p\u003e \u003cp\u003e3 What Exactly Are \u003ci\u003eDigital Dynamics\u003c\/i\u003e? 15\u003c\/p\u003e \u003cp\u003e4 Marketing is Now Deeply Entwined with Software 25\u003c\/p\u003e \u003cp\u003e5 Marketers Are Software Creators Now 31\u003c\/p\u003e \u003cp\u003e6 Parallel Revolutions in Software and Marketing 37\u003c\/p\u003e \u003cp\u003e7 Adapting Ideas from Software to Marketing 47\u003c\/p\u003e \u003cp\u003e\u003cb\u003eII Agility 53\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e8 The Origins of Agile Marketing 55\u003c\/p\u003e \u003cp\u003e9 From Big Waterfalls to Small Sprints 65\u003c\/p\u003e \u003cp\u003e10 Increasing Marketing’s Management Metabolism 75\u003c\/p\u003e \u003cp\u003e11 Think Big, but Implement Incrementally 85\u003c\/p\u003e \u003cp\u003e12 Iteration = Continuous Testing and Experimentation 95\u003c\/p\u003e \u003cp\u003e13 Visualizing Work and Workflow to Prevent Chaos 105\u003c\/p\u003e \u003cp\u003e14 Tasks as Stories along the Buyer’s Journey 117\u003c\/p\u003e \u003cp\u003e15 Agile Teams and Agile Teamwork 129\u003c\/p\u003e \u003cp\u003e16 Balancing Strategy, Quality, and Agility 143\u003c\/p\u003e \u003cp\u003e17 Adapting Processes, Not Just Productions 155\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIII Innovation 161\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e18 Moving Marketing from Communications to Experiences 163\u003c\/p\u003e \u003cp\u003e19 Marketing in \u003ci\u003ePerpetual Beta \u003c\/i\u003ewith an Innovation Pipeline 173\u003c\/p\u003e \u003cp\u003e20 Collaborative Designs and the Quest for New Ideas 183\u003c\/p\u003e \u003cp\u003e21 Big Testing is More Important Than Big Data 193\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIV Scalability 205\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e22 Bimodal Marketing: Balancing Innovation and Scalability 207\u003c\/p\u003e \u003cp\u003e23 Platform Thinking and Pace Layering for Marketing 219\u003c\/p\u003e \u003cp\u003e24 Taming Essential and Accidental Complexity in Marketing 233\u003c\/p\u003e \u003cp\u003e\u003cb\u003eV Talent 245\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e25 Chasing the Myth of the 10× Marketer 247\u003c\/p\u003e \u003cp\u003eNotes 255\u003c\/p\u003e \u003cp\u003eAcknowledgments 263\u003c\/p\u003e \u003cp\u003eAbout the Author 267\u003c\/p\u003e \u003cp\u003eIndex 269\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eSCOTT BRINKER\u003c\/b\u003e is the editor of the popular Chief Marketing Technologist blog (\u003cb\u003echiefmartec.com\u003c\/b\u003e), where he covers topics at the intersection of marketing and technology, and he is the program chair of the MarTech conference series. He is also the cofounder and CTO of ion interactive, a marketing software company that serves leading brands such as Dell, DHL, Dun \u0026amp; Bradstreet, eHealth, General Mills, Iron Mountain, Paychex, Pearson, and Symantec.   \u003c\/p\u003e\u003cp\u003eMarketing 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. \u003c\/p\u003e\u003cp\u003eHow can marketing managers master these new dynamics? In many ways, modern marketing now shares a surprising number of characteristics with contemporary software development. \u003ci\u003eHacking Marketing \u003c\/i\u003ereveals 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. \u003c\/p\u003e\u003cp\u003eWritten by one of the industry’s foremost experts on the interplay between marketing and technology, \u003ci\u003eHacking Marketing \u003c\/i\u003eis 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. \u003c\/p\u003e\u003cp\u003eWhether 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: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eThoroughly clarifying primer on agile marketing, including fundamental concepts of iterative and incremental management, workflow strategies, team dynamics, and more\u003c\/li\u003e\n\u003cli\u003ePractical guidance for shaping marketing programs in a world of digital experience touchpoints, including working in perpetual beta, collaborative design, interactive content, and “big testing”\u003c\/li\u003e\n\u003cli\u003eEveryday 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\u003c\/li\u003e\n\u003c\/ul\u003e \u003cp\u003e\u003ci\u003eHacking Marketing\u003c\/i\u003e 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.  \u003c\/p\u003e\u003cp\u003e\"A brilliant road map on how to evolve the capability and culture of marketing practices using parallels from the most disruptive industry in the world, the software industry.\"\u003cbr\u003e—\u003cb\u003eRam Krishnan, SVP \u0026amp; CMO, PepsiCo\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"Creates a compelling model for how to think about the intersection of marketing and our digital world. It helped me re-think the way I approach my role as a CMO.\"\u003cbr\u003e—\u003cb\u003eJohn L. Kennedy, CMO, Xerox Corporation\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"Marketing success is based on the experience it delivers, and now Scott Brinker lays out a terrific manifesto about how to rethink the operations underlying it.\"\u003cbr\u003e—\u003cb\u003eDavid C. Edelman, Principal, McKinsey \u0026amp; Company\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"An original take on how the management of marketing must transform to keep pace with our increasingly digital world. It's a must read for anyone looking to stay relevant in this modern marketing era.\"\u003cbr\u003e—\u003cb\u003eAnn Handley, Chief Content Officer, MarketingProfs\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"A must-read operating manual for CMOs who want to lead in the digital age.\"\u003cbr\u003e—\u003cb\u003eAjay Agarwal, Managing Director, Bain Capital Ventures\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"We are all digital now. Scott makes it easier than ever for smart marketers to ask the right questions and to discover what they need to know now.\"\u003cbr\u003e—\u003cb\u003eSeth Godin, Author, All Marketers Are Liars\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"An inspiring read for anyone who wants to master the art and science of modern marketing management, from the practice of lean and agile marketing to the design of a scalable engine for marketing innovation.\"\u003cbr\u003e—\u003cb\u003eMayur Gupta, SVP and Head of Digital, Healthgrades\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"Scott shows how great marketing management today is closer to modern software development than the marketing of yesterday and helps marketers understand how to incorporate those principles to succeed.\"\u003cbr\u003e—\u003cb\u003eRishi Dave, CMO, Dun \u0026amp; Bradstreet\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"The truth is that marketing has changed, more than almost any other profession, and the majority of marketers have no idea how to effectively manage the process. Hacking Marketing gives you a flashlight and shows you the truth so you never have to look back again.\"\u003cbr\u003e—\u003cb\u003eJoe Pulizzi, Founder, Content Marketing Institute\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"I am a strong believer that Agile has to be the foundation of any successful marketing team. Scott’s book provides timely insight into how to make a shift to agile marketing.\"\u003cbr\u003e—\u003cb\u003eJoe Staples, CMO, Workfront\u003c\/b\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989323006181,"sku":"NP9781119183174","price":28.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119183174.jpg?v=1761783666","url":"https:\/\/k12savings.com\/es\/products\/hacking-marketing-isbn-9781119183174","provider":"K12savings","version":"1.0","type":"link"}