Brilliant marketing
Subtitle: what the best marketers know, do, and say
By: Richard Hall.
Edition: 1st ed.
Publisher: Pearson Prentice Hall
Published: 2009
Place of publication: New York, NY
Language: eng
ISBN-13: 9780273721239
Subjects: Marketing; Success in business; Success -- Psychological aspects
Table of contents: title: Introduction to marketing brilliance; title: Have you got the right stuff to be a marketer?; title: The marketing battleground : past, present, and future; title: On brands and brilliance : how do they work?; title: Advertising : the root of the great sales pitch; title: How to make advertising work; title: Where to advertise so it reaches the people you want to reach; title: PR : just give them the facts; title: Sponsorship : living close to excitement; title: Design is it!; title: Direct marketing : the world of measuring results; title: Customer relations marketing : the people side of marketing; title: Experimental marketing : using the senses to market yourself; title: Buzz marketing : when everyone starts talking about you; title: Digital marketing : nothing will be the same again; title: Branded entertainment : when programmes and advertising join (and other wacky ideas); title: The first steps in creating a marketing campaign; title: Refining objectives, messages, mood, and attitude; title: How to write a brilliant marketing plan; title: How to choose and manage suppliers, agencies, and brilliant people; title: The ten ways to manage a marketing campaign; title: Sorry : there's been a budget cut; title: The art of creative thinking : turning brilliance into reality; title: How to run a brilliant marketing workshop; title: Why research can be a rude word when you are trying to be brilliant; title: As of today, everything's in play.