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Marketing Genius
A book by Peter Fisk
Review by Christine Arden.
With Marketing Genius, Peter Fisk sets out "to inspire marketers to think differently and to do great marketing". I believe he succeeds.
Marketing Genius is not a textbook, but an engaging 'thinkbook' that challenges the reader to explore today's exciting brandscape of opportunity - "to connect customers and business, to embrace creativity and analysis, to see the future and act on it today". It is a potpourri of inspiring case study vignettes, new concepts, proven marketing models; it offers key insights into consumers and markets; and explores the role of the marketer today.
Peter Fisk is well qualified as a marketing champion. His career has encompassed marketing roles for blue chip global brands, it has seen him heading marketing consultancies and head the Chartered Institute of Marketing as CEO. This has provided him with a unique perspective fusing the theory and practice of marketing, the rigor and creativity of a marketer, and the innovation and belief of a leader.
The book is divided into five parts. The first three chapters are dedicated to context setting, exploring and reframing market complexity, customer and stakeholder expectations and how marketing today requires 'genius'. Part 2 looks at how you can seize the best opportunities in your market and considers approaches to embracing and shaping strategy, brands, customers and innovation. Part 3 drills down to consider customer value propositions, the customer experience, and connecting and building relationships of value. Part 4 looks at what it takes to be a 'marketing genius' - exploring issues relating to performance, leadership and the future imperative. Part 5 provides some diagnostic tools letting you evaluate your strengths and weaknesses and assesses how you can become a marketing genius.
Marketing Genius is a contemporary depiction of a discipline many present as dry, theoretical and elusive. In contrast Fisk presents a dynamic and exciting view that positions marketing as central to business success and growth, and the role of marketer the most rewarding and pivotal in business today.
Buy this book
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