Brilliant marketing : what the best marketers know, do and say
Marketing has never been so important because business has never been so competitive. Brilliant Marketing shows 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...
| Otros Autores: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
[Place of publication not identified]
Pearson
2012
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| Edición: | 2nd ed |
| Colección: | Brilliant series Brilliant marketing
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| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009629193206719 |
Tabla de Contenidos:
- Cover
- Praise for Brilliant Marketing
- Contents
- Author's acknowledgements
- Publisher's acknowledgements
- Preface
- Part 1 Putting marketing into context
- Marketing brilliance starts with a sense of smell
- Have you got what makes a marketing star?
- The marketing battleground - past, present and future
- All about brands
- All about customers, consumers and how they behave
- Part 2 Ladies and gentlemen, choose your weapons and start marketing
- Madmen and the art of persuasion
- PR - champagne, tequila and spin
- The 'new age' of digital marketing
- Social networking - is this the future of marketing?
- Sponsorship - getting your name up in lights
- Designing a product into a brand star
- Direct marketing - a world of data and innovation
- Customer relations marketing - it's people who make a difference
- Marketing the noisy, sensual and surreptitious way
- Selling - turning marketing into action
- Creating an integrated marketing plan
- Part 3 How to create and execute a great marketing plan
- Achieving momentum - the art of marketing
- Key steps in creating a plan - the science of marketing
- The ten brilliant ways of managing people and your campaigns
- Part 4 The real world, strategy and creativity
- That dreaded budget cut
- The creative accelerator
- Market research in this real world
- Marketing in small businesses or doing it for yourself
- Watching people is what great marketing needs
- Small-business marketing checklist
- Part 6 A summary of the marketing rules
- The Marketing Commandments
- Index.
