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by Richard Hall
Brilliant Marketing, revised 2nd Edition
Cover
Title page
Contents
Author’s acknowledgements
Publisher’s acknowledgements
Preface
Part 1 Putting marketing into context
Chapter 1 Marketing brilliance starts with a sense of smell
Chapter 2 Have you got what makes a marketing star?
Chapter 3 The marketing battleground – past, present and future
Chapter 4 All about brands
Chapter 5 All about customers, consumers and how they behave
Part 2 Ladies and gentlemen: choose your weapons and start marketing
Chapter 6 Madmen and the art of persuasion
Chapter 7 PR – champagne, tequila and spin
Chapter 8 The ‘new age’ of digital marketing
Chapter 9 Social networking – is this the future of marketing?
Chapter 10 Sponsorship – getting your name up in lights
Chapter 11 Designing a product into a brand star
Chapter 12 Direct marketing – a world of data and innovation
Chapter 13 Customer relations marketing – it’s people who make a difference
Chapter 14 Marketing the noisy, sensual and surreptitious way
Chapter 15 Selling – turning marketing into action
Chapter 16 Creating an integrated marketing plan
Part 3 How to create and execute a great marketing plan
Chapter 17 Achieving momentum – the art of marketing
Chapter 18 Key steps in creating a plan – the science of marketing
Chapter 19 The ten brilliant ways of managing people and your campaigns
Part 4 The real world, strategy and creativity
Chapter 20 That dreaded budget cut
Chapter 21 The creative accelerator
Chapter 22 Market research in this real world
Part 5 Marketing in small businesses or doing it for yourself
Chapter 23 Watching people is what great marketing needs
Chapter 24 Small-business marketing checklist
Part 6 A summary of the marketing rules
Chapter 25 The Marketing Commandments
What did you think of this book?
Index
Endorsements
Advertisements
Imprint
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