Brilliant Marketing: What the best marketers know, do and say
Product Author Bios
Richard Hall is the author of Brilliant Presentation 1e and 2e, Secrets of Success at Work, Brilliant Marketing and Brilliant Business Creativity. Richard Hall spent his early career as a marketer at Reckitts, RHM and Corgi Toys before moving into senior roles in the world of advertising at French Gold Abbott, FCO and finally, Euro RSCG.
Richard Hall now runs his own consultancy, chairs Showcase Communications, Shaftesbury Young People and the Friends of St. Nicholas.
He is married and lives in Brighton.
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 change and to go out and be described as a brilliant marketer.
Brilliant Marketing answers key questions such as:
What is a brand? What is marketing and how is it changing? What is good, what is poor, what is brilliant?
How can I be creative enough to stand out? Creative like the Google logo. Creative like Cadburys Gorilla.
How do I write and manage a marketing plan?
Recipes for marketing success,
This review is from: Brilliant Marketing: What the best marketers know, do and say (Brilliant Business) (Paperback)Cookery books might offer sumptuous photos, but their success hinges on recipes we come to love. By contrast, marketing books have a self-referential quality: the test is first in the reading. If the author is a good marketer, we should be sold on his ideas. Inevitably then, readers of "Brilliant Marketing" will look skeptically at what Richard Hall can sell us. Whether that's the first test or the ultimate one, Richard Hall passes it. By the end, if you're not in the business of marketing, you'll want to be, and with Hall's recipes fresh in your mind, you won't be blamed for thinking you've got everything it takes to be brilliant.
Open this book anywhere for a zippy hit of inspiration, or to reinvigorate your excitement about the challenges and rewards that the business of marketing offers. Hall says that successful marketing requires energy and enthusiasm; this book crackles with both. If its blue-sky thinking you want, this gives you the heavens; if your creative... Read more
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Table of Contents
part 1 Lets get marketing into context psychology, history and alchemy
1 introduction to marketing brilliance
2 have you got the right stuff to be a marketer?
3 the marketing battleground past, present and future
4 on brands and brilliance how do they work?
part 2 Ladies and gentlemen choose your weapons
5 advertising the root of the great sales pitch
6 how to make advertising work
7 where to advertise so it reaches the people you want to reach
8 PR just give them the facts
9 sponsorship living close to excitement
10 design is it!
11 direct marketing the world of measuring results
12 customer relations marketing the people side of marketing
13 experiential marketing using the senses to market yourself
14 buzz marketing when everyone starts talking about you
15 digital marketing nothing will be the same again
16 branded entertainment when programmes and advertising join together (and other wacky ideas)
part 3 Creating and executing a great marketing plan
17 the first steps in creating a marketing campaign
18 refining objectives, messages, mood and attitude
19 how to write a brilliant marketing plan
20 how to choose and manage suppliers, agencies and brilliant people
21 the ten ways to manage a marketing campaign
part 4 Strategy, creativity and the bigger picture
22 sorry theres been a budget cut
23 the art of creative thinking turning brilliance into reality
24 how to run a brilliant marketing workshop
25 why research can be a rude word when you are trying to be brilliant
26 as of today, everythings in play
part 5 Summary and highlights
27 summary and highlights
28 read and see
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