ISBN: 0753545373
Godina izdanja: 2017
Jezik: Engleski
Oblast: Menadžment
Autor: Strani

Sean Ellis, Morgan Brown - Hacking Growth: How Today`s Fastest-growing Companies Drive Breakout Success
Virgin Books, 2017
308 str.
meki povez
stanje: vrlo dobro

Hacking Growth reveals the secret behind the rise of some of the world`s most successful start-ups and big blue-chip companies. Growth hacking focuses intensely on acquiring customers, retaining them, engaging them and making them return repeatedly. It blends product development, analytics and online marketing to rapidly generate, prioritize and test ideas for growth that really work. With a wealth of stories from companies ranging from Facebook to Walmart, Hacking Growth is a proven, practical tool-kit to walk readers from all industries through a strategy they can adopt to their needs.

The definitive playbook by the pioneers of Growth Hacking, one of the hottest business methodologies in Silicon Valley and beyond. It seems hard to believe today, but there was a time when Air Bnb was the best-kept secret known of travel hackers and couch surfers, Pintrest was a niche web site frequented only by bakers and crafters, LinkedIn was an exclusive network for C-suite executives and top-level recruiters, Facebook was My Space`s sorry step-brother, and Uber was a scrappy upstart that didn`t stand a chance against the Goliath that was New York City Yellow Cabs. So how did these companies grow from these humble beginnings into the powerhouses they are today? Contrary to popular belief, they didn`t explode to massive worldwide popularity simply by building a great product then crossing their fingers and hoping it would catch on. There was a studied, carefully implemented methodology behind these companies` extraordinary rise. That methodology is called Growth Hacking, and it`spractitioners include not just today`s hottest start-ups, but also companies like IBM, Walmart, and Microsoft as well as the millions of entrepreneurs, marketers, managers and executives who make up the community of GrowthHackers.com, Think of the Growth Hacking methodology as doing for market-share growth what Lean Start-Up did for product development, and Scrum did for productivity. It involves cross-functional teams and rapid-tempo testing and iteration that focuses customers: attaining them, retaining them, engaging them, and motivating them to come back and buy more. An accessible and practical toolkit that teams and companies in all industries can use to increase their customer base and market share, this book walks readers through the process of creating and executing their own custom-made growth hacking strategy. It is a must read for any marketer, entrepreneur, innovator or manger looking to replace wasteful big bets and `spaghetti-on-the-wall` approaches with more consistent, replicable, cost-effective, and data-driven results.

Contents:
Building growth teams
Determining if your product is must-have
Identifying your growth levers
Testing at high tempo
Hacking acquisition
Hacking activation
Hacking retention
Hacking monetization
A virtuous growth cycle


Nonfiction, Management, 0753545373