Brilliant Marketing, 3rd Edition

Table of contents

1. Cover
2. Title
3. Contents
4. Author’s acknowledgements
5. Publisher’s acknowledgements
6. Preface
7. Introduction
8. Part 1: Putting marketing into context
   1. 1 Brilliant marketing starts with a sense of smell
   2. 2 Have you really got what it takes to be a marketing star?
   3. 3 Say goodbye to the past
   4. 4 All about brands
   5. 5 How people think, feel and behave
9. Part 2: These are your instruments, let’s party!
   1. 6 Advertising – the art of persuasion
   2. 7 PR – champagne, stockings and spin
   3. 8 Let’s talk business – B2B conversations
   4. 9 The future of marketing lies with digital and the people revolution
   5. 10 Sponsorship – using stars to impress
   6. 11 Designing a brand star
   7. 12 Direct marketing – yesterday’s world of data
   8. 13 Customer relations marketing – people make the difference
   9. 14 Theatrical marketing
   10. 15 Selling – turning marketing into action
   11. 16 Getting it all together (or creating an integrated marketing plan)
10. Part 3: Change the world – create and execute a revolutionary marketing plan
    1. 17 Achieving momentum
    2. 18 The science of pitching for your marketing money
    3. 19 How to inspire marketing people and how to put energy into their marketing campaigns
11. Part 4: This is a new, radical world – it needs a revolution in strategy and creativity
    1. 20 Budgeting? There is no money; next
    2. 21 The creative revolution
    3. 22 Be a research rebel
12. Part 5: Marketing in new and small businesses
    1. 23 Watching the revolution unfold
    2. 24 Small-business marketing checklist
13. Part 6: A summary of the marketing rules
    1. 25 Revolutionary checklists
14. What did you think of this book?
15. Index
16. Endorsement
17. Advertisment
18. Imprint