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Brilliant Marketing, 2nd Edition

Book Description

Marketing has never been so important because business has never been so competitive.Brilliant Marketingshows 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.

Table of Contents

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