Options d'achat

Prix Kindle : EUR 2,49

Économisez
EUR 8,67 (78%)

TVA incluse

Ces promotions seront appliquées à cet article :

Certaines promotions sont cumulables avec d'autres offres promotionnelles, d'autres non. Pour en savoir plus, veuillez vous référer aux conditions générales de ces promotions.

Envoyer sur votre Kindle ou un autre appareil

Offrir cet ebook

Offrir en cadeau ou acheter pour plusieurs personnes.
En savoir plus

Acheter et envoyer des ebooks à d'autres personnes

Sélectionnez la quantité souhaitée
Choisissez la méthode d'envoi et achetez l'ebook
Les destinataires peuvent lire l'ebook reçu sur n'importe quel appareil

Seuls des destinataires résidant dans votre pays peuvent récupérer un ebook offert. Les liens de récupération et les ebooks ne peuvent pas être revendus.

Quantité : 
Cet article dispose d’une quantité maximum de commande.

Envoyer sur votre Kindle ou un autre appareil

Partager <Intégrer>
Image du logo de l'application Kindle

Téléchargez l'application Kindle gratuite et commencez à lire des livres Kindle instantanément sur votre smartphone, tablette ou ordinateur - aucun appareil Kindle n'est requis. En savoir plus

Lisez instantanément sur votre navigateur avec Kindle Cloud Reader.

Utilisation de l'appareil photo de votre téléphone portable - scannez le code ci-dessous et téléchargez l'application Kindle.

Code QR pour télécharger l'application Kindle

Growth Hacker Marketing: A Primer on the Future of PR, Marketing and Advertising (English Edition) par [Ryan Holiday]

Suivre l'auteur

Une erreur est survenue. Veuillez renouveler votre requête plus tard.

Growth Hacker Marketing: A Primer on the Future of PR, Marketing and Advertising (English Edition) Format Kindle

4,3 sur 5 étoiles 1 362 évaluations

Prix Amazon
Neuf à partir de Occasion à partir de
Format Kindle
2,49 €

Description du produit

Extrait

I prefer the discipline of knowledge to the anarchy of ignorance. We pursue knowledge the way a pig pursues truffles.

—DAVID OGILVY

AN INTRODUCTION TO GROWTH HACKING

Nearly two years ago now, on what seemed like a normal day, I got in my car to leave my house, assuming it would be no different from any other workday. I had read the morning news, dealt with a few important employee issues over the phone, and confirmed lunch and drinks meetings for later in the day. I headed to the athletic club—a swanky, century-old private gym favored by downtown executives—and swam and ran and then sat in the steam room to think.

As I entered the office around ten, I nodded to my assistant and sat down at a big desk and reviewed all the papers that required my signature. There were ad designs to approve, invoices to process, events to sponsor, proposals to review. A new product was launching, and I had a press release to write. A stack of magazines had arrived—I handed them to an employee to catalog and organize for the press library.

My job: director of marketing at American Apparel. I had a half dozen employees working under me in my office. Right across the hall from us, thousands of sewing machines were humming away, manned by the world’s most efficient garment workers. A few doors down was a photo studio where the very ads I would be placing were made.

Excepting the help of a few pieces of technology, like my computer and smartphone, my day had begun and would proceed exactly as it had for every other marketing executive for the last seventy-five years. Buy advertisements, plan events, pitch reporters, design “creatives,” approve promotions, and throw around terms like “brand,” “CPM,” “awareness,” “earned media,” “top of mind,” “added value,” and “share of voice.” That was the job; that’s always been the job.

I’m not saying I’m Don Draper or Edward Bernays or anything, but the three of us could probably have swapped offices and routines with only a few adjustments. And I, along with everyone else in the business, found that to be pretty damn cool.

But that seemingly ordinary day was disrupted by an article. The headline stood out clearly amid the online noise, as though it had been lobbed directly at me: “Growth Hacker Is the New VP [of] Marketing.”

What?

I was a VP of marketing. I quite liked my job. I was good at it, too. Self-taught, self-made, I was, at twenty-five, helping to lead the efforts of a publicly traded company with 250 stores in twenty countries and more than $600 million in revenue.

But the writer, Andrew Chen, an influential technologist and entrepreneur, didn’t care about any of that. According to him, my colleagues and I would soon be out of a job—someone was waiting in the wings to replace us.

The new job title of “Growth Hacker” is integrating itself into Silicon Valley’s culture, emphasizing that coding and technical chops are now an essential part of being a great marketer. Growth hackers are a hybrid of marketer and coder, one who looks at the traditional question of “How do I get customers for my product?” and answers with A/B tests, landing pages, viral factor, email deliverability, and Open Graph. . . .

The entire marketing team is being disrupted. Rather than a VP of Marketing with a bunch of non-technical marketers reporting to them, instead growth hackers are engineers leading teams of engineers.1

What the hell is a growth hacker? I thought. How could an engineer ever do my job?

But then I added up the combined valuation of the few companies Chen mentioned as case studies—companies that had barely existed a few years ago.


   • 
Dropbox
   • 
Zynga
   • 
Groupon
   • 
Instagram
   • 
Pinterest

Now worth billions and billions of dollars.

As Micah Baldwin, founder of Graphicly and a start-up mentor at Techstars and 500 Startups, explains, “In the absence of big budgets, start-ups learned how to hack the system to build their companies.”2 Their hacking—which occurred right on my watch—had rethought marketing from the ground up, with none of the baggage or old assumptions. And now, their shortcuts, innovations, and backdoor solutions fly in the face of everything we’ve been taught.

We all want to do more with less. For marketers and entrepreneurs, that paradox is practically our job description. Well, in this book, we’re going to look at how growth hackers have helped companies like Dropbox, Mailbox, Twitter, Pinterest, Facebook, Snapchat, Evernote, Instagram, Mint.com, AppSumo, and StumbleUpon do so much with essentially nothing.

What stunned me most about those companies was that none of them were built with any of the skills that traditional marketers like myself had always considered special, and most were built without the resources I’d long considered essential. I couldn’t name the “marketer”—and definitely not the agency—responsible for their success because there wasn’t one. Growth hacking had made “marketing” irrelevant, or at the very least it had completely rewritten its best practices.

Whether you’re currently a marketing executive or a college grad about to enter the field—the first growth hackers have pioneered a new way. Some of their strategies are incredibly technical and complex. The strategies also change constantly; in fact, occasionally it might work only one time. This book is short because it sticks with the timeless parts. I also won’t weigh you down with heavy concepts like “cohort analysis” and “viral coefficients.”* Instead, we will focus on the mindset—it’s far and away the most important part.

I start and end with my own experiences in this book, not because I am anyone special but because I think they illustrate a microcosm of the industry itself. The old way—where product development and marketing were two distinct and separate processes—has been replaced. We all find ourselves in the same position: needing to do more with less and finding, increasingly, that the old strategies no longer generate results.

So in this book, I am going to take you through a new cycle, a much more fluid and iterative process. A growth hacker doesn’t see marketing as something one does but rather as something one builds into the product itself. The product is then kick-started, shared, and optimized (with these steps repeated multiple times) on its way to massive and rapid growth. The chapters of this book follow that structure.

--Ce texte fait référence à l'édition paperback.

Biographie de l'auteur

Ryan Holiday is one of the world's foremost thinkers and writers on ancient philosophy and its place in everyday life. He is a sought-after speaker, strategist, and the author of many bestselling books including The Obstacle Is the WayEgo Is the EnemyThe Daily Stoic; and the #1 New York Times bestseller Stillness Is the Key. His books have been translated into over 30 languages and read by over two million people worldwide. He lives outside Austin, Texas, with his family. --Ce texte fait référence à l'édition paperback.

Détails sur le produit

  • ASIN ‏ : ‎ B00EWPMUKM
  • Éditeur ‏ : ‎ Profile Books; Main édition (5 septembre 2013)
  • Langue ‏ : ‎ Anglais
  • Taille du fichier ‏ : ‎ 266 KB
  • Synthèse vocale ‏ : ‎ Activée
  • Lecteur d’écran  ‏ : ‎ Pris en charge
  • Confort de lecture ‏ : ‎ Activé
  • X-Ray ‏ : ‎ Activé
  • Word Wise ‏ : ‎ Activé
  • Nombre de pages de l'édition imprimée  ‏ : ‎ 146 pages
  • Commentaires client :
    4,3 sur 5 étoiles 1 362 évaluations

À propos de l'auteur

Suivez les auteurs pour obtenir de nouvelles mises à jour et des recommandations améliorées.
Brief content visible, double tap to read full content.
Full content visible, double tap to read brief content.

Découvrir d'autres livres de l'auteur, voir des auteurs similaires, lire des blogs d'auteurs et plus encore

Commentaires client

4,3 sur 5 étoiles
4,3 sur 5
1 362 évaluations

Meilleures évaluations de France

Traduire tous les commentaires en français
Commenté en France le 22 janvier 2018
2 personnes ont trouvé cela utile
Signaler un abus
Commenté en France le 21 octobre 2018
Commenté en France le 22 août 2018
Commenté en France le 24 septembre 2016
Une personne a trouvé cela utile
Signaler un abus
Commenté en France le 26 juin 2017
Commenté en France le 2 juin 2017
Commenté en France le 16 mars 2014
3 personnes ont trouvé cela utile
Signaler un abus
Commenté en France le 22 février 2014

Meilleurs commentaires provenant d’autres pays

HairyWomble
5,0 sur 5 étoiles Great! To the point, no fluff...
Commenté au Royaume-Uni le 1 novembre 2018
3 personnes ont trouvé cela utile
Signaler un abus
Paul D Gilbert
2,0 sur 5 étoiles Pretty slim 'book' but gives thr headline principals
Commenté au Royaume-Uni le 1 octobre 2017
7 personnes ont trouvé cela utile
Signaler un abus
Robert Bassett
5,0 sur 5 étoiles For the price; very good. However, not a new paradigm.
Commenté au Royaume-Uni le 26 décembre 2013
2 personnes ont trouvé cela utile
Signaler un abus
Andrew Lloyd Gordon
2,0 sur 5 étoiles Short, useful overview - light on detail,repetitive
Commenté au Royaume-Uni le 4 novembre 2013
20 personnes ont trouvé cela utile
Signaler un abus
Luca
5,0 sur 5 étoiles Exceptionally informative even if short
Commenté au Royaume-Uni le 21 avril 2020
Signaler un problème

Cet article contient-il des contenus inappropriés ?
Pensez-vous que cet article enfreint un droit d'auteur ?
Est-ce que cet article présente des problèmes de qualité ou de mise en forme ?