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Synopsis

The little black book of marketing is here. Marketing guru PeterFisk's inspirational manual of marketing shows you how to injectmarketing genius into your business to stand out from the crowd anddeliver exceptional results. Marketing Genius is about achievinggenius in your business and its markets, through your everydaydecisions and actions. It combines the deep intelligence andradical creativity required to make sense of, and stand out intoday's markets. It applies the genius of Einstein and Picasso tothe challenges of marketing, brands and innovation, to deliverexceptional impact in the market and on the bottom line. Marketersneed new ways of thinking and more radical creativity. Here youwill learn from some of the world's most innovative brands andmarketers – from Alessi to Zara, Jones Soda to Jet Blue,Google to Innocent. Peter Fisk is a highly experienced marketer. Hespent many years working for the likes of British Airways andAmerican Express, Coca Cola and Microsoft. He was the CEO of theworld's largest professional marketing organisation, the CharteredInstitute of Marketing, and lead the global marketing practice ofPA Consulting Group. He writes and speaks regularly on all aspectsof marketing. He has authored over 50 papers, published around theworld, and is co-author of the FT Handbook of Management.

"Marketers who want to recharge their left and right brains cando no better than read Marketing Genius. It's all there:concepts, tools, companies and stories of inspiredmarketers."
—Professor Philip Kotler, Kellogg Graduate School ofManagement, and author of Marketing Management

"A fantastic book, full of relevant learning. The mass market isdead. The consumer is boss. Imagination, intuition and inspirationreign. Geniuses wanted."
—Kevin Roberts, Worldwide CEO Saatchi & Saatchi, andauthor of Lovemarks

"This is a clever book: it tells you all the things you need tothink, know and do to make money from customers and then calls youa genius for reading it."
—Hamish Pringle, Director General of Institute ofPractitioners 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 topmarketer. The case histories in this book are inspirational andPeter's writing style is engaging and very much to the point. Thisbook deserves a special place in the substantial library of bookson marketing."
—Professor Malcolm McDonald, Cranfield School of Management,and author of Marketing Plans

"Customers, brands and marketing should sit at the heart ofevery business's strategy and performance today. MarketingGenius explains why this matters more than ever, and how toachieve it for business and personal success"
—Professor John Quelch, Professor of Business Administrationat Harvard Business School and author of New Global Brands

"Marketing Genius offers marketers 99% inspiration foronly 1% perspiration."
—Hugh Burkitt, CEO, The Marketing Society

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