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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221 total

Additional Information

Bookman Editora
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Published on
Jan 1, 2008
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Best For
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Portuguese (Portugal)
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Business & Economics / Advertising & Promotion
Business & Economics / Marketing / General
Design / Graphic Arts / Advertising
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Content Protection
This content is DRM protected.
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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

This book is an essential guide and support to understanding of the science and policy, procedure and practice that underpins the REACH risk assessments required for the use and placing on the market of chemicals in the European Union. A clear understanding of information provision and how this affects the assessment of chemical safety is fundamentally important to the success of policy on chemicals and ultimately to the sustainability of the chemicals industry. 

Within the book, the scientific processes that underpin the policy are explained in a practical way.  Importantly, it includes coverage of techniques to help solve the problems of using potentially risky and hazardous chemicals through the use of less hazardous alternatives and ‘green chemistry’, and also the analysis of the risks of the use of the most hazardous substances against the social and economic benefits of use.  

Chemical Risk Assessment: A Manual for REACH covers the following main themes: i) Assessment of chemical risk; ii) Risk management; iii) Hazard reduction, substitution and green chemistry; iv) Risk versus benefit – socio-economic analysis.

The book acts as a practical guide and overview to chemicals risk assessment and risk management (in the EU context), as well as a support text for planning for the challenges of the future, which will see ever-increasing pressure to withdraw hazardous substances from the EU (and global) market, balanced against opportunities for innovation in the development of less hazardous chemicals.

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