Overview

"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

Genius = intelligence + imagination = extraordinary results

You need to be a genius to do marketing today. Markets are incredibly complex, customers demand ever more and ...

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Marketing Genius

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Overview

"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

Genius = intelligence + imagination = extraordinary results

You need to be a genius to do marketing today. Markets are incredibly complex, customers demand ever more and competition is intense.

Marketing injects the customer insight and creative thinking that gives business its edge. However it must combine this with the analytical and commercial rigour that drives strategy, innovation and profitable growth.

From the vision of Apple to the insight of Zara, the passion of Nike and irreverence of Jones Soda, the entrepreneurship of Jet Blue and thrill of Agent Provocateur, today’s leading brands and marketers think and act differently.

The genius of marketing lies in the ability to connect outside and inside, markets and business, customers and shareholders, creativity and analysis, promises and reality, today and tomorrow.

Genius marketers, like Einstein and Picasso, apply intelligence in more imaginative ways. They use their left and right brains to seize the best opportunities, to stand out from the crowd and to lead the business.

Marketing guru Peter Fisk’s insightful, provocative and inspiring book brings together the challenges and opportunities for marketing today and shows you how to inject marketing genius into your business for exceptional results.

You could be a marketing genius too. Are you ready?

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Editorial Reviews

From the Publisher
"...a good roundup of important marketing theory with some great case studies...." (Brand Strategy, April 2006)

"...truly inspiring book..." (Brand Strategy, June 2006)

"...exceptional writer..." (bubblewrap, June 2006)

"...fascinating read..." (Irish Enterpreneur, June 2006)

"...spot on..." (Simon Wakeman Journal, June 2006)

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Product Details

  • ISBN-13: 9781907293405
  • Publisher: Wiley
  • Publication date: 8/20/2009
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 498
  • Sales rank: 1,304,829
  • Product dimensions: 7.13 (w) x 6.93 (h) x 1.34 (d)
  • File size: 7 MB

Meet the Author

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.

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Table of Contents

About the author.

Turn on.

Play.

PART 1: Ingenuity: The making of a marketing genius.

Track 1. Complexity.

Track 2. Expectations.

Track 3. Genius.

PART 2: Thinking: The mind of a marketing genius.

Track 4. Strategy.

Track 5. Brands.

Track 6. Customers.

Track 7. Innovation.

PART 3: Competing: The touch of a marketing genius.

Track 8. Propositions.

Track 9. Experiences.

Track 10. Connections.

Track 11. Relationships.

PART 4: Leading: The impact of a marketing genius.

Track 12. Performance.

Track 13. Marketers.

Track 14. Leadership.

Track 15. Futures.

PART 5: The genie: Becoming a marketing genius.

Genius lab.

Genius catalysts.

Genius source.

Recharge.

Index.

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