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Brilliant Marketing: What the Best Marketers Know, Do and Say (Brilliant Business) [Paperback]

Richard Hall
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Table of Contents

PART 1: Putting marketing into context

1. Marketing Brilliance starts with a sense of smell

2. Have you got what makes a marketing star?

3. The marketing battleground – past, present and future

4. All about brands

5. All about customers, consumers and how they behave


PART 2: Ladies and gentlemen choose your weapons and start marketing

6. Madmen and the art of persuasion

7. PR – champagne, sin and lots of spin

8. The New Age of Digital Marketing

9. Social Networking – is this the future of marketing?

10. Sponsorship – getting your name up in lights

11. Making a product into a brand-star

12. Direct marketing – a world of data and innovation

13. Customer Relations Marketing – it’s people who make a difference

14. Marketing the noisy, sensual and surreptitious way

15. Selling – turning marketing into action

16. Creating an integrated marketing plan


PART 3: How to create and execute a great marketing plan

17. Achieving momentum – the art of marketing

18. Key steps in creating a plan – the science of marketing

19. The Ten Brilliant ways of managing people and your campaigns


PART 4: The real world, strategy and creativity

20. That dreaded budget cut

21. The creative accelerator

22. Market research in this real world


PART 5: Marketing in small businesses or doing it for yourself

23. Watching people is what great marketing needs

24. Small-business marketing check-list



25. The Marketing Commandments

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