Brilliant marketing : become a brilliantly effective marketer in today’s chaotic world, regardless of the size of your budget

The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed. Brilliant Marketing shows anyone how they 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 how you can succeed with your campaigns. Brilliant outcomes: Understand the ideas, actions, campaigns that make a real difference. Get a complete marketing skill-set to seduce and inspire. Be a master of strategy – from thinking to planning to execution. Cover 1 Contents 8 Author’s acknowledgements 10 Publisher’s acknowledgements 13 Preface 14 Introduction 20 part 1 Putting marketing into context 22 1 Brilliant marketing starts with a sense of smell 26 2 Have you really got what it takes to be a marketing star? 38 3 Say goodbye to the past 54 4 All about brands 72 5 How people think, feel and behave 90 part 2 These are your instruments, let’s party! 106 6 Advertising – the art of persuasion 110 7 PR – champagne, stockings and spin 126 8 Let’s talk business – B2B conversations 140 9 The future of marketing lies with digital and the people revolution 150 10 Sponsorship – using stars to impress 172 11 Designing a brand star 188 12 Direct marketing – yesterday’s world of data 200 13 Customer relations marketing – people make the difference 212 14 Theatrical marketing 224 15 Selling – turning marketing into action 238 16 Getting it all together (or creating an integrated marketing plan) 252 part 3 Change the world – create and execute a revolutionary marketing plan 264 17 Achieving momentum 268 18 The science of pitching for your marketing money 278 19 How to inspire marketing people and how to put energy into their marketing campaigns 288 part 4 This is a new, radical world – it needs a revolution in strategy and creativity 294 20 Budgeting? There is no money; next 298 21 The creative revolution 306 22 Be a research rebel 316 part 5 Marketing in new and small businesses 328 23 Watching the revolution unfold 332 24 Small-business marketing checklist 344 part 6 A summary of the marketing rules 350 25 Revolutionary checklists 354 Index 362 Marketing has never been so important because business has never been so competitive. Brilliant Marketing shows anyone how they 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 how you can succeed with your campaigns. Brilliant Understand the ideas, actions, campaigns that make a real difference. Get a complete marketing skill-set to seduce and inspire. Be a master of strategy from thinking to planning to execution.