Book description
The little black book of marketing is here. Marketing guru Peter Fisk's
inspirational manual of marketing shows you how to inject marketing
genius into your business to stand out from the crowd and deliver
exceptional results. Marketing Genius is about achieving genius in your
business and its markets, through your everyday decisions and actions.
It combines the deep intelligence and radical creativity required to
make sense of, and stand out in today's markets. It applies the genius
of Einstein and Picasso to the challenges of marketing, brands and
innovation, to deliver exceptional impact in the market and on the
bottom line. Marketers need new ways of thinking and more radical
creativity. Here you will learn from some of the world's most innovative
brands and marketers - from Alessi to Zara, Jones Soda to Jet Blue,
Google to Innocent. Peter Fisk is a highly experienced marketer. He
spent many years working for the likes of British Airways and American
Express, Coca Cola and Microsoft. He was the CEO of the world's largest
professional marketing organisation, the Chartered Institute of
Marketing, and lead the global marketing practice of PA Consulting
Group. He writes and speaks regularly on all aspects of marketing. He
has authored over 50 papers, published around the world, and is
co-author of the
FT Handbook of Management
.
"Marketers who want to recharge their left and right brains can
do no better than read Marketing Genius. It's all there:
concepts, tools, companies and stories of inspired
marketers."
-Professor Philip Kotler, Kellogg Graduate
School of Management, and author of Marketing Management
"A fantastic book, full of relevant learning. The mass market is
dead. The consumer is boss. Imagination, intuition and inspiration
reign. Geniuses wanted."
-Kevin Roberts, Worldwide CEO
Saatchi & Saatchi, and author of Lovemarks
"This is a clever book: it tells you all the things you need to
think, know and do to make money from customers and then calls you a
genius for reading it."
-Hamish Pringle, Director General of
Institute of Practitioners in Advertising, and author of Celebrity Sells
"This is a truly prodigious book. Peter Fisk is experienced,
urbane and creative, all the attributes one would expect from a top
marketer. The case histories in this book are inspirational and
Peter's writing style is engaging and very much to the point. This
book deserves a special place in the substantial library of books on
marketing."
-Professor Malcolm McDonald, Cranfield School of
Management, and author of Marketing Plans
"Customers, brands and marketing should sit at the heart of
every business's strategy and performance today. Marketing
Genius explains why this matters more than ever, and how to
achieve it for business and personal success"
-Professor
John Quelch, Professor of Business Administration at Harvard Business
School and author of New Global Brands
"Marketing Genius offers marketers 99% inspiration for
only 1% perspiration."
-Hugh Burkitt, CEO, The Marketing
Society
Peter Fisk is a highly experienced marketer. He
spent many years working for the likes of British Airways and American
Express, Coca Cola and Microsoft. He was the CEO of the world's
largest professional marketing organisation, the Chartered Institute
of Marketing, and lead the global marketing practice of PA Consulting
Group. He writes and speaks regularly on all aspects of marketing. He
has authored over 50 papers, published around the world, and is
co-author of the FT Handbook of Management.
