Innovate faster, cheaper and with lower risk

Anthony Freeling

Traditional marketing approaches run the risk of being slow and ponderous. Anthony Freeling argues that 'agile marketing' is a requirement to thrive in today's environment.

Innovate faster, cheaper and with lower risk

Anthony Freeling Ashridge Strategic Management Centre

Traditional marketing approaches run the risk of being slow and ponderous Anthony Freeling argues that ‘agile marketing’ is a requirement to thrive in today's environment

Natural selection among animals and products provides a way to find those that are ‘fittest’ for the situation and are agile enough to adapt when necessary

ON 13February 1995, Tesco launched a customer loyalty programme called Clubcard. On 23 October 1995, Safeway launched its own programme, named the ABC card. Both programmes were intended, in part, to provide...

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