Marketing Genius (ePub)

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