Marketing Genius

by Peter Fisk

Overview

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

Product Details

ISBN-13:	9781841126814
Publisher:	Wiley
Publication date:	03/31/2006
Pages:	512
Product dimensions:	6.90(w) x 7.00(h) x 1.30(d)

About 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 vii

Turn on 1

Play 10

Part 1 Ingenuity: The making of a marketing genius 20

Track 1 Complexity 23

Track 2 Expectations 55

Track 3 Genius 85

Part 2 Thinking: The mind of a marketing genius 108

Track 4 Strategy 111

Track 5 Brands 139

Track 6 Customers 169

Track 7 Innovation 197

Part 3 Competing: The touch of a marketing genius 226

Track 8 Propositions 229

Track 9 Experiences 253

Track 10 Connections 279

Track 11 Relationships 305

Part 4 Leading: The impact of a marketing genius 328

Track 12 Performance 331

Track 13 Marketers 369

Track 14 Leadership 395

Track 15 Futures 419

Part 5 The genie: Becoming a marketing genius 450

Genius lab 452

Genius catalysts 461

Genius source 469

Recharge 484

Index 485

Editorial Reviews

"...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)

From the Publisher