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Marketing has for years promised to generate growth and transform
business. This promise has been backed by increasing amounts of
money spent on innovation, advertising and other forms of
communication, as well as people. Yet marketers and general
managers alike see that most new products and communication
campaigns fail and worry that this huge spend on marketing might be
wasted. They also worry that they are slow to react to changes in
the customer and competitive environment. In this book, full of
case studies and practical advice, Anthony Freeling argues that the
problem lies in the usual approach to marketing strategy. Agile
Marketing develops an approach, inspired by evolution, to do
marketing and to innovate, that is better, faster and cheaper. The
marketing community glories in "big leaps" towards radically
different offers and communication programs. Dr Freeling argues
that this is too risky. It is based on a generally misplaced belief
that marketers can predict their customers' and competitors' future
actions. In nature, creatures evolve by continuously making changes
and keeping those changes that are fittest to survive in their
environment. The book describes how to use a continuous process of
fast, practical "test, learn and commit (TLC) loops" of marketing
experiments to change marketing offers. These adapted offers are
fittest to survive in their environment - the marketplace. The book
also considers when other forms of marketing such as guerilla
marketing should be used. Dr Freeling shows how to implement Agile
Marketing and when Agile Marketing is best and when classic
marketing is best. The author also provides advice on the necessary
organizational and cultural changes that will be required to adopt
Agile Marketing successfully.
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