| Description |
1 online resource. |
| Contents |
Introduction to marketing brilliance -- Have you got the right stuff to be a marketer? -- The marketing battleground : past, present, and future -- On brands and brilliance : how do they work? -- Advertising : the root of the great sales pitch -- How to make advertising work -- Where to advertise so it reaches the people you want to reach -- PR : just give them the facts -- Sponsorship : living close to excitement -- Design is it! -- Direct marketing : the world of measuring results -- Customer relations marketing : the people side of marketing -- Experimental marketing : using the senses to market yourself -- Buzz marketing : when everyone starts talking about you -- Digital marketing : nothing will be the same again -- Branded entertainment : when programmes and advertising join (and other wacky ideas) -- The first steps in creating a marketing campaign -- Refining objectives, messages, mood, and attitude -- How to write a brilliant marketing plan -- How to choose and manage suppliers, agencies, and brilliant people -- The ten ways to manage a marketing campaign -- Sorry : there's been a budget cut -- The art of creative thinking : turning brilliance into reality -- How to run a brilliant marketing workshop -- Why research can be a rude word when you are trying to be brilliant -- As of today, everything's in play. |
| Subject |
Marketing.
|
|
Success in business.
|
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Success -- Psychological aspects.
|
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Marketing. |
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Succès dans les affaires. |
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Succès -- Aspect psychologique. |
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marketing. |
|
Marketing |
|
Success in business |
|
Success -- Psychological aspects |
| Other Form: |
Print version: Hall, Richard, 1944- Brilliant marketing. 1st ed. New York, NY : Pearson Prentice Hall, ©2009 (DLC) 2009011398 |
| ISBN |
9780273721239 (Paper) |
|
0273721232 (Paper) |
|
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