Brilliant marketing / Richard Hall.

Format:

Book

Author/Creator:

Hall, Richard, author.

Series:

Brilliant Business

Brilliant

Language:

English

Subjects (All):

Marketing.

Success in business.

Success--Psychological aspects.

Success.

Physical Description:

1 online resource (336 pages)

Edition:

Revised, second edition.

Place of Publication:

Harlow, England : Pearson Education, 2014.

System Details:

text file

Summary:

Brilliant Marketing gives you the skills, examples, attitudes and techniques that you will need to plan and carry out the most outstanding and alluring campaigns. It also contains specific advice for new start-ups and small businesses where brilliant marketing can catapult you to success.

Contents:

Cover

Title Page

Copyright

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

Index.

Notes:

Includes index.

Description based on: online resource; title from pdf title page (Safari, viewed October 7, 2019).

Description based on publisher supplied metadata and other sources.

ISBN:

9781292084480

1292084480

OCLC:

1015867022