Brilliant Marketing

Table of contents

1. Cover
2. Brilliant marketing
3. Contents
4. Author’s acknowledgements
5. Publisher’s acknowledgements
6. Preface
7. Part 1 Let’s get marketing into context – psychology, history and alchemy
   1. Introduction to marketing brilliance (1/2)
   2. Introduction to marketing brilliance (2/2)
   3. Have you got the right stuff to be a marketer? (1/3)
   4. Have you got the right stuff to be a marketer? (2/3)
   5. Have you got the right stuff to be a marketer? (3/3)
   6. The marketing battleground – past, present and future (1/4)
   7. The marketing battleground – past, present and future (2/4)
   8. The marketing battleground – past, present and future (3/4)
   9. The marketing battleground – past, present and future (4/4)
   10. On brands and brilliance – how do they work? (1/3)
   11. On brands and brilliance – how do they work? (2/3)
   12. On brands and brilliance – how do they work? (3/3)
8. Part 2 Ladies and gentlemen choose your weapons
   1. Advertising – the root of the great sales pitch (1/2)
   2. Advertising – the root of the great sales pitch (2/2)
   3. How to make advertising work (1/2)
   4. How to make advertising work (2/2)
   5. Where to advertise so it reaches the people you want to reach (1/2)
   6. Where to advertise so it reaches the people you want to reach (2/2)
   7. PR – just give them the facts (1/2)
   8. PR – just give them the facts (2/2)
   9. Sponsorship – living close to excitement (1/3)
   10. Sponsorship – living close to excitement (2/3)
   11. Sponsorship – living close to excitement (3/3)
   12. Design is it! (1/2)
   13. Design is it! (2/2)
   14. Direct marketing – the world of measuring results (1/3)
   15. Direct marketing – the world of measuring results (2/3)
   16. Direct marketing – the world of measuring results (3/3)
   17. Customer relations marketing – the people side of marketing (1/2)
   18. Customer relations marketing – the people side of marketing (2/2)
   19. Experiential marketing – using the senses to market yourself (1/2)
   20. Experiential marketing – using the senses to market yourself (2/2)
   21. Buzz marketing – when everyone starts talking about you (1/2)
   22. Buzz marketing – when everyone starts talking about you (2/2)
   23. Digital marketing – nothing will be the same again (1/3)
   24. Digital marketing – nothing will be the same again (2/3)
   25. Digital marketing – nothing will be the same again (3/3)
   26. Branded entertainment – when programmes and advertising join together (and other wacky ideas) (1/2)
   27. Branded entertainment – when programmes and advertising join together (and other wacky ideas) (2/2)
9. Part 3 Creating and executing a great marketing plan
   1. The first steps in creating a marketing campaign (1/3)
   2. The first steps in creating a marketing campaign (2/3)
   3. The first steps in creating a marketing campaign (3/3)
   4. Refining objectives, messages, mood and attitude (1/2)
   5. Refining objectives, messages, mood and attitude (2/2)
   6. How to write a brilliant marketing plan (1/3)
   7. How to write a brilliant marketing plan (2/3)
   8. How to write a brilliant marketing plan (3/3)
   9. How to choose and manage suppliers, agencies andbrilliant people (1/3)
   10. How to choose and manage suppliers, agencies andbrilliant people (2/3)
   11. How to choose and manage suppliers, agencies andbrilliant people (3/3)
   12. The ten ways to manage a marketing campaign (1/2)
   13. The ten ways to manage a marketing campaign (2/2)
10. Part 4 Strategy, creativity and the bigger picture
    1. Sorry – there’s been a budget cut (1/2)
    2. Sorry – there’s been a budget cut (2/2)
    3. The art of creative thinking – turning brilliance into reality (1/3)
    4. The art of creative thinking – turning brilliance into reality (2/3)
    5. The art of creative thinking – turning brilliance into reality (3/3)
    6. How to run a brilliant marketing workshop (1/2)
    7. How to run a brilliant marketing workshop (2/2)
    8. Why research can be a rude word when you are trying to be brilliant (1/3)
    9. Why research can be a rude word when you are trying to be brilliant (2/3)
    10. Why research can be a rude word when you are trying to be brilliant (3/3)
    11. As of today, everything’s in play (1/3)
    12. As of today, everything’s in play (2/3)
    13. As of today, everything’s in play (3/3)
11. Part 5 Summary and highlights
    1. Summary and highlights (1/4)
    2. Summary and highlights (2/4)
    3. Summary and highlights (3/4)
    4. Summary and highlights (4/4)
    5. Read and see (1/2)
    6. Read and see (2/2)
12. Index (1/3)
13. Index (2/3)
14. Index (3/3)