Marketing Genius by Peter Fisk

This is another book written by Peter Fisk.

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.
Connections lie at the heart of marketing, bringing together customers and business, strategy and delivery, brands and relationships, loyalty and growth.
The real innovation challenge is in the market - to create new ways of working or living, satisfying needs and wants in better ways, changing behaviours and attitudes.
The author divides five parts of his studies as follows:

A. Ingenuity - The making of a marketing genius :- This is the starting point because it is about seeing things differently, from the outside rather than the inside, from the future rather than the present, then you can describe a bigger space in which you can compete, innovate and grow.

B. Thinking - The mind of a marketing genius :- We need to think, particularly if we are to do somethings different and better than before. Learn more deeply what really matters to customers. Go talk to them, and those of your competitors. It doesn't cost you a penny.
We need to build brand like nobody else. People trust and engage with fewer brands, the ones that means most to them. Start doing business on customer's terms - where, when and how they want. Put an end to mass campaigns and cost-plus pricing. Start engaging customers where and when it matters most to them.

C. Competing -The touch of a marketing genius :- Define a clear proposition for your business. This consists of who are you here for, what benefits do you offer.
To target the best opportunities before others, to beat competitors in smarter way.
We must learn to work with the incredible power of virtual and physical networks, finding ways to work alongside user-driven communities, content and control.

D. Leading - The impact of a marketing genius :- Brands, ideas and relationships are the most valuable business assets and are the keys to future profit and growth. Marketers are the guardians of these assets, bringing new power, influence and responsibility.
Marketing not only tell you how to delight your customers, but also tell you how to make money at the same time. Research shows that marketing is the most significant driver of value creation - of economic value, of share price - in the business.
Be a inspiring leader - with your staff and colleagues and the general public. Leaders inspire followers, partners and customers.

E. The Genie - Becoming a marketing genius :- The 'genie' is the practical lab where marketers can start to evaluate themselves, play to develop themselves, and how they will achieve 'genius' in a way that is appropriate for them.