Brilliant Marketing What the best marketers know, do and say
Marketing. Everyone knows its really hard to do well and marketers have never been under so much pressure. More questions are being asked about value and effectiveness than ever before. We live in a world of turbulence and flux. This book gives you the tools and the motivation to deal with this cha...
| Autor principal: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
[Place of publication not identified]
Pearson Prentice Hall
2009
|
| Edición: | 1st edition |
| Colección: | Brilliant Brilliant marketing
|
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627263906719 |
Tabla de Contenidos:
- 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.
