Marketing has never been so important because business has never been so competitive.
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.
· 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.
Table of Contents
Preface: Everything is changing so fast that this is a revolution
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