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Brilliant Marketing: How To Plan and Deliver Winning Marketing Strategies - Regardless Of The Size Of Your Budget, 3rd edition

Published by Pearson (November 17, 2016) © 2017

  • Richard Hall

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ISBN-13: 9781292139067
Brilliant Marketing
Published 2016

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ISBN-13: 9781292139043
Brilliant Marketing
Published 2016

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Brilliant Marketing shows anyone how they 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 how you can succeed with your campaigns.

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

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