Brilliant marketing : what the best marketers know, do and say

Format:

Book

Author/Creator:

Hall, Richard, Author.

Series:

Brilliant series Brilliant marketing

Language:

English

Subjects (All):

Marketing--Psychological aspects.

Marketing.

Success in business.

Success.

Physical Description:

1 online resource (xvi, 320 p.).

Edition:

2nd ed.

Place of Publication:

[Place of publication not identified] Pearson 2012

Language Note:

English

System Details:

text file

Summary:

Marketing has never been so important because business has never been so competitive. Brilliant Marketing shows you how you can devise and execute winning marketing strategies. With practical advice from start to finish, this updated new edition gives you the lowdown on what works and shows you how to carry out the most alluring marketing campaigns around, so you can attract, engage and retain customers. Brilliant outcomes: · Understand the ideas, actions, campaigns that make a real difference. · Get a complete marketing skill-set to seduce and inspire. · Be a master of strategy – from thinking to planning to execution.

Contents:

Cover

Praise for Brilliant Marketing

Contents

Author's acknowledgements

Publisher's acknowledgements

Preface

Part 1 Putting marketing into context

Marketing brilliance starts with a sense of smell

Have you got what makes a marketing star?

The marketing battleground - past, present and future

All about brands

All about customers, consumers and how they behave

Part 2 Ladies and gentlemen, choose your weapons and start marketing

Madmen and the art of persuasion

PR - champagne, tequila and spin

The 'new age' of digital marketing

Social networking - is this the future of marketing?

Sponsorship - getting your name up in lights

Designing a product into a brand star

Direct marketing - a world of data and innovation

Customer relations marketing - it's people who make a difference

Marketing the noisy, sensual and surreptitious way

Selling - turning marketing into action

Creating an integrated marketing plan

Part 3 How to create and execute a great marketing plan

Achieving momentum - the art of marketing

Key steps in creating a plan - the science of marketing

The ten brilliant ways of managing people and your campaigns

Part 4 The real world, strategy and creativity

That dreaded budget cut

The creative accelerator

Market research in this real world

Marketing in small businesses or doing it for yourself

Watching people is what great marketing needs

Small-business marketing checklist

Part 6 A summary of the marketing rules

The Marketing Commandments

Index.

Notes:

Bibliographic Level Mode of Issuance: Monograph

Description based on publisher supplied metadata and other sources.

ISBN:

9786613691217

9780273769576

027376957X

9781280780820

1280780827

9780273769569

0273769561

OCLC:

812423777