Brilliant marketing : what the best marketers know, do and say /
Hall, Richard,1944-
Harlow, England : Pearson,
2012.
Includes bibliographical references and index.
Preface -- 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 -- 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 -- 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 -- 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 -- A summry of the marketing rules -- The marketing commandments.
Marketing.
Success in business.
Success