Product 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

Product Details

• Amazon Sales Rank: #133972 in Books
• Published on: 2006-02-24
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 498 pages

Review
"...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)  

Review
"...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 Back Cover
"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?

Customer Reviews

Genius limited to title and cover
I really wanted to like this book. Title and cover are great but beyond that, a bit disappointing. I am pretty sure this is a personal thing as I know others who rate it (although still say it was hard going). It seems a bit academic and uses a large number of graphs to explain strategy and consumer behaviour - in this way it reminds me of how marketing used to try very hard to appear academic and scientific. I also dislike the fact that all of the examples seem to be drawn from multi-national corporations and there is little relevance to the vast majority of businesses - tell us how a cafe has used techniques on a limited budget and I could become convinced of genius. A multi-national with the marketing budget equivalant to the GDP of Venezuela, is less convincing. Lost interest half way through it and it failed to inspire me.

Nothing new
If you expect to see anything new in this book then you'll be disappointed. This is simply a primer for modern marketing that you'll find in any other text. Don't be seduced by a sexy title and an eye catching cover.

Marketing Genius
Sharp, punchy, powerful perspective on all things marketing interleaved with plenty of real life case studies that rocks along at a real pace. I particularly liked the clarity around the need to appeal to customers as human beings - complete with their moods, attitudes and emotions - who do not automatically respond to certain marketing stimulae in the same way everytime. In this book, Peter captures this complexity however, presents it in manageable, bite-sized, easily digestible format. Clearly a man with a real passion and belief in marketing and a book that contains insights for anyone truly interested in what makes customers tick.