Part 1 Putting marketing into context
1 Marketing brilliance starts with a sense of smell
2 Have you got what makes a marketing star?
3 The marketing battleground – past, present and future
5 All about customers, consumers and how they behave
Part 2 Ladies and gentlemen, choose your weapons and start marketing
6 Madmen and the art of persuasion
7 PR – champagne, tequila and spin
8 The ‘new age’ of digital marketing
9 Social networking – is this the future of marketing?
10 Sponsorship – getting your name up in lights
11 Designing a product into a brand star
12 Direct marketing – a world of data and innovation
13 Customer relations marketing – it’s people who make a difference
14 Marketing the noisy, sensual and surreptitious way
15 Selling – turning marketing into action
16 Creating an integrated marketing plan
Part 3 How to create and execute a great marketing plan
17 Achieving momentum – the art of marketing
18 Key steps in creating a plan – the science of marketing
19 The ten brilliant ways of managing people and your campaigns
Part 4 The real world, strategy and creativity
22 Market research in this real world
Part 5 Marketing in small businesses or doing it for yourself
23 Watching people is what great marketing needs
24 Small-business marketing checklist