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Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success

Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success

作者 : Sean Ellis

出版社 : CROWN

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定價 : NT 665

售價79折, NT525

內容簡介


成長駭客之父尚恩.艾利斯(Sean Ellis)親撰──
成長駭客行銷的終極攻略!


企業界最熱門的行銷顯學之一
將公司轉化為銳不可擋的成長機器!


帶您深入全球成長最快速的企業,一探其成功的秘訣!不管是臉書、Uber、Dropbox、Pinterest、Instagram或AirBnB,他們快速擴張,打贏一場又一場行銷戰,創造亮眼的利潤與使用者人數,讓競業望塵莫及。他們沒有採用傳統行銷方法,卻成長迅速,並在短時間內變得眾所周知,所運用的思維與手法,就是成長駭客行銷!

本書由業界先驅撰寫,逐步介紹成長駭客行銷的過程,教您採用創新思維,跳脫傳統行銷策略的慣例,結合公司內各種不同領域團隊的合作,並更加有效地利用資源。根據使用者的反饋與需求,不斷進行產品測試與修改,接近並留住消費者,讓他們對產品感興趣,並願意花錢購買。

閱讀本書的六大理由──

1.    像臉書一樣成長:臉書從創立初期的五人團隊,成長為每日服務超過十億人的大規模企業。您將會學到如何將臉書的行銷方式,運用於您的公司,從留住消費者、優化定價到收費策略,在每一個環節都確保成長。

2.    增加成長的強度:採用跨部門團隊架構,改善行銷與產品本身脫節的弊病。

3.    讓商品成為必需品:如果您公司的商品有天消失了,使用者會有什麼反應?是瀕臨崩潰,還是根本不痛不癢?您必須將產品從「還可以」提升為「不可或缺」。

4.    打破阻礙成長的各部門「穀倉」(silo),進行跨部門合作與溝通:當今成長最快速的企業,都採用跨部門合作的方式,在結合軟體開發人員、設計師、行銷人員與產品經理的團隊裡,發掘更多促使公司成長的可能。打破傳統不同部門各自為政、缺乏溝通與合作的通病。

5.    塑造彈性的成長機器:讓公司成為彈性的組織,將金錢與時間資源花在刀口上。

6.    不斷測試:成長駭客行銷步調迅速,藉由使用者的反饋,持續進行調整與優化,不流失任何成長的機會。

打造屬於您的成長駭客行銷策略,讓行銷不再是亂槍打鳥、單憑運氣等顧客上門。不管您是行銷人員、企業家、創新者或經理人,都不能錯過成長駭客行銷的終極攻略!

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.
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作者介紹
■作者簡介

尚恩.艾利斯(Sean Ellis)

GrowthHackers平台共同創辦人兼首席執行長,於2010年首度提出成長駭客(Growth Hacker)概念。營銷平台Qualaroo創辦人,客戶包括Uber、星巴克、Spotify與Intuit等公司,也曾協助Dropbox進行成長駭客行銷。

摩根.布朗(Morgan Brown)
十五年來致力於新創公司行銷,GrowthHackers平台共同創辦人。
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