Book description
Marketing. Everyone knows its really hard to do well and marketers have never been under so much pressure. More questions are being asked about value and effectiveness than ever before. We live in a world of turbulence and flux. This book gives you the tools and the motivation to deal with this change and to go out and be described as a brilliant marketer.
Brilliant Marketing answers key questions such as:
What is a brand? What is marketing and how is it changing? What is good, what is poor, what is brilliant?
How can I be creative enough to stand out? Creative like the Google logo. Creative like Cadburys Gorilla.
How do I write and manage a marketing plan?
Table of contents
- Cover
- Brilliant marketing
- Contents
- Author’s acknowledgements
- Publisher’s acknowledgements
- Preface
-
Part 1 Let’s get marketing into context – psychology, history and alchemy
- Introduction to marketing brilliance (1/2)
- Introduction to marketing brilliance (2/2)
- Have you got the right stuff to be a marketer? (1/3)
- Have you got the right stuff to be a marketer? (2/3)
- Have you got the right stuff to be a marketer? (3/3)
- The marketing battleground – past, present and future (1/4)
- The marketing battleground – past, present and future (2/4)
- The marketing battleground – past, present and future (3/4)
- The marketing battleground – past, present and future (4/4)
- On brands and brilliance – how do they work? (1/3)
- On brands and brilliance – how do they work? (2/3)
- On brands and brilliance – how do they work? (3/3)
-
Part 2 Ladies and gentlemen choose your weapons
- Advertising – the root of the great sales pitch (1/2)
- Advertising – the root of the great sales pitch (2/2)
- How to make advertising work (1/2)
- How to make advertising work (2/2)
- Where to advertise so it reaches the people you want to reach (1/2)
- Where to advertise so it reaches the people you want to reach (2/2)
- PR – just give them the facts (1/2)
- PR – just give them the facts (2/2)
- Sponsorship – living close to excitement (1/3)
- Sponsorship – living close to excitement (2/3)
- Sponsorship – living close to excitement (3/3)
- Design is it! (1/2)
- Design is it! (2/2)
- Direct marketing – the world of measuring results (1/3)
- Direct marketing – the world of measuring results (2/3)
- Direct marketing – the world of measuring results (3/3)
- Customer relations marketing – the people side of marketing (1/2)
- Customer relations marketing – the people side of marketing (2/2)
- Experiential marketing – using the senses to market yourself (1/2)
- Experiential marketing – using the senses to market yourself (2/2)
- Buzz marketing – when everyone starts talking about you (1/2)
- Buzz marketing – when everyone starts talking about you (2/2)
- Digital marketing – nothing will be the same again (1/3)
- Digital marketing – nothing will be the same again (2/3)
- Digital marketing – nothing will be the same again (3/3)
- Branded entertainment – when programmes and advertising join together (and other wacky ideas) (1/2)
- Branded entertainment – when programmes and advertising join together (and other wacky ideas) (2/2)
-
Part 3 Creating and executing a great marketing plan
- The first steps in creating a marketing campaign (1/3)
- The first steps in creating a marketing campaign (2/3)
- The first steps in creating a marketing campaign (3/3)
- Refining objectives, messages, mood and attitude (1/2)
- Refining objectives, messages, mood and attitude (2/2)
- How to write a brilliant marketing plan (1/3)
- How to write a brilliant marketing plan (2/3)
- How to write a brilliant marketing plan (3/3)
- How to choose and manage suppliers, agencies andbrilliant people (1/3)
- How to choose and manage suppliers, agencies andbrilliant people (2/3)
- How to choose and manage suppliers, agencies andbrilliant people (3/3)
- The ten ways to manage a marketing campaign (1/2)
- The ten ways to manage a marketing campaign (2/2)
-
Part 4 Strategy, creativity and the bigger picture
- Sorry – there’s been a budget cut (1/2)
- Sorry – there’s been a budget cut (2/2)
- The art of creative thinking – turning brilliance into reality (1/3)
- The art of creative thinking – turning brilliance into reality (2/3)
- The art of creative thinking – turning brilliance into reality (3/3)
- How to run a brilliant marketing workshop (1/2)
- How to run a brilliant marketing workshop (2/2)
- Why research can be a rude word when you are trying to be brilliant (1/3)
- Why research can be a rude word when you are trying to be brilliant (2/3)
- Why research can be a rude word when you are trying to be brilliant (3/3)
- As of today, everything’s in play (1/3)
- As of today, everything’s in play (2/3)
- As of today, everything’s in play (3/3)
- Part 5 Summary and highlights
- Index (1/3)
- Index (2/3)
- Index (3/3)
Product information
- Title: Brilliant Marketing
- Author(s):
- Release date: January 2010
- Publisher(s): Pearson Business
- ISBN: 9780273721246
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