Agile Marketing - Couverture rigide

Freeling, Anthony

Couverture rigide

ISBN 10 : 0956780903 ISBN 13 : 9780956780904

Editeur : Goldingtons Press, 2011

Synopsis

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.

A propos du livre

Biographie de l'auteur

Following a PhD in Management Studies at Cambridge University, England and a stint in marketing at Mars, Anthony Freeling spent 18 years at McKinsey with 5 years as the Leader of the Marketing Practice across Europe. He is now President of Hughes Hall, Cambridge, a Director of Ashridge Strategic Management Centre and Research Director for the Coca-Cola Retailing Research Councils in Europe.

Détails de l'édition

• Éditeur: Goldingtons Press
• Date d'édition: 2011
• Langue: anglais
• ISBN 10: 0956780903
• ISBN 13: 9780956780904
• Reliure: Relié
• Nombre de pages: 278
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible