O gênio do marketing

Bookman Editora

O especialista Peter Fisk discute as oportunidades e os desafios do marketing de hoje e ensina como aplicar a genialidade na sua empresa para alcançar resultados excepcionais.
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About the author

Estrategista de negócios com grande experiência na área, consultor de líderes de negócios em todo mundo, palestrante inspirador e empreendedor. Trabalhou durante muitos anos em empresas como British Airways, Coca-Cola, Marks & Spencer, Microsoft, Virgin e Vodafone. É autor do best-seller Marketing Genius1, traduzido para 24 idiomas, e The Complete CEO; foi descrito pela Business Strategy Review como “um dos melhores novos pensadores de negócios”.
Peter começou sua carreira como físico nuclear antes de entrar para o mundo supersônico do marketing na British Airways, com funções em marcas, marketing, estratégia e desenvolvimento de liderança. Foi o principal executivo da maior organização de marketing do mundo, o Chartered Institute of Marketing. Também liderou a equipe de consultoria global de marketing estratégico do PA Consultng Group, foi diretor-gerente da Brand Finance e sócio dos inovadores estratégicos da The Foundation.
É fundador e principal executivo da Genius Works, empresa que ajuda líderes de negócios de todo mundo a pensar diferente – para desenvolver e implantar estratégias, inovação e marketing mais criativos. Lançou recentemente The Marketing Fast Track e apresenta o programa The Marketing Show na CNBC.
Palestrante internacional, aborda todos os aspectos da estratégia e da liderança, da inovação e do marketing, dos clientes e das marcas. É atencioso, preocupado, provocativo e divertido – aptando o que é novidade, o que funciona e o que está por vir. Define os assuntos emergentes para negócios, trabalhando com empresas e seus líderes no mundo inteiro para tornar realidade, de forma prática e bem-sucedida, as melhores ideias.
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Additional Information

Bookman Editora
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Published on
Jan 1, 2008
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Business & Economics / Advertising & Promotion
Business & Economics / Marketing / General
Design / Graphic Arts / Advertising
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Business success comes neither easily nor quickly. What is neededis a practical guide to achieving peak performance recognising yourstarting point and telling you what is required to achieve yourgoals. The Complete CEO does exactly this by providing acomprehensive framework against which any business leader canassess their strengths and weaknesses.

The Complete CEO combines invaluable insights from some of themost successful CEOs in North America and Northern Europe alongwith the authors’ extensive knowledge and experience tocreate a complete programme for you and your business to achievepeak corporate and individual performance. The Complete CEO distilslearning built up over the last ten years from 1000 leaders of theworld’s largest quoted companies. By comparing the ways theseleaders ran their businesses with their long-term performance, youwill be able to see what works in practice and how to make it workfor you.

The Complete CEO is not a conventional business book andrecognises there are no shortcuts to greatness. Even great CEOshave important areas of relative weakness. The tailored model ofhigh performance presented in this book will be of enormous valueto anyone who aspires to be a high-performing CEO.

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—From The Foreword By Ben Verwaayen, CEO BT Plc

 Customer Genius เขียนโดย Peter Fisk เป็นการแนะนำวิธีทำธุรกิจโดยให้ความสำคัญกับลูกค้ามากที่สุด วิธีดึงดูดลูกค้าในหนังสือเล่มนี้ล้วนแล้วแต่เป็นวิธีที่ใหม่และทันสมัย โดยแนวคิดหลักของหนังสือเล่มนี้คือ การทำธุรกิจจากมุมมองและความคาดหวังของลูกค้า ไม่ใช่จากมุมมองและธรรมเนียมปฏิบัติเดิมๆ ขององค์กร ก่อนจะเริ่มต้นดำเนินการทำธุรกิจใดๆ จำเป็นอย่างยิ่งที่เราจะต้องศึกษาว่าลูกค้าต้องการอะไร มีความคาดหวัง มีแรงจูงใจเป็นอย่างไรบ้าง จากนั้นถึงค่อยหาวิธีการที่จะนำเสนอสิ่งเหล่านั้นไปให้ลูกค้าให้ได้

 สิ่งที่น่าสนใจของหนังสือเล่มนี้คือการมีตัวอย่างมากมายจากบริษัทชั้นนำระดับโลก บริษัทเหล่านี้ล้วนแล้วแต่ให้ความสำคัญกับลูกค้ามากจนประสบความสำเร็จในการทำธุรกิจ ตัวอย่างเหล่านี้มีถึง 50 บริษัทด้วยกัน อาทิ Amazon, Bayan Tree, Zipcars, Air Asia, Boeing, Disney, Tata, Nintendo Wii, Dove, Harley Davidson และบริษัทชื่อดังอื่นๆ อีกหลากหลายบริษัท

 ความเป็น ‘อัจฉริยะ’ ของธุรกิจที่มีลูกค้าเป็นศูนย์กลางอยู่ที่การทำงานจาก ‘มุมมองภายนอกสู่ภายใน’ เพื่อดึงดูดให้บริการ และรักษาลูกค้าที่ดีที่สุด และก้าวไปสู่ความสามารถในการทำกำไรและการเติบโตของธุรกิจ

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