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This bestselling book on marketing gives you all the tricks of the trade.
You can't make people excited in what you're offering unless they know you exist. And to make your campaign a success, you must engage the customer with something they can't fail to notice, that interests them, that they like, that they want to know more of, and become a part of.
This new edition of Brilliant Marketing shows you just how to do all this. You'll find the skills, examples and attitudes to carry out the most outstanding and alluring campaigns around. And there's advice for new start-ups and smaller businesses where great marketing can catapult you to success.
Brilliant outcomes:
- Learn what makes a real difference in marketing
- Master strategy - from planning to execution
- Create a world-class brand
- Build lasting relationships with your customers
‘Drink in the energy and wisdom of this book...then read it again. It's not about processes and procedures - it's actually about you!’ Rupert Maitland-Titterton, Head of Public Affairs, Nestle UK Ltd
List 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
PART 6:
25. The Marketing Commandments
About the author
Richard Hall is Chairman of RH&A and Showcase Presentations Limited. He has written four books for Pearson, including Brilliant Presentation, Brilliant Business Creativity and The Secrets of Success at Work. His background is in marketing and advertising and he now specialises in executive mentoring, team building and strategic consulting.
Summary
Marketing has never been so important because business has never been so competitive.Brilliant Marketingshows you how you 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 shows you how to carry out the most alluring marketing campaigns around, so you can attract, engage and retain customers.
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.
