In this book, Anthony Freeling, Vivaldi advisory board member, describes a new model to achieve excellence in marketing and innovation. He argues that today´s marketing is largely based on making big leaps – a fascination with major marketing strategy changes, and romantic dreams about the future.
Innovation is the new black! The business media delights in documenting successful companies that have transformed their future with great new marketing: Apple and Google or smaller UK companies like Innocent Drinks, Green & Black Chocolate or The Number (118 118) come to mind.
Dr. Freeling, true to the beliefs and passions of Vivaldi, offers a practical realistic alternative to this type of marketing. He proposes a model in which companies innovate and grow through fast, test, learn and commit loops, a new market concept he calls Agile Marketing.
Learn from Dr. Freeling, an experienced marketer, academic and 18 years veteran of McKinsey about how to use this continuous process in achieving marketing excellence and capture for your company today’s profits and tomorrow’s growth.