Brilliant Marketing: What the best marketers know, do and say, 2nd Edition

Product Author Bios

Richard Hall is Chairman of RH&A and Showcase Presentations Limited. He has written four books for Pearson, including Brilliant Presentation, Brilliant Business Creativity and The Secrets of Success at Work. His background is in marketing and advertising and he now specialises in executive mentoring, team building and strategic consulting.

Marketing has never been so important because business has never been so competitive.Brilliant Marketingshows 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 to carry out the most alluring marketing campaigns around, so you can attract, engage and retain customers.

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.

Table of Contents

PART 1: Putting marketing into context

1. Marketing Brilliance starts with a sense of smell

2. Have you got what makes a marketing star?

3. The marketing battleground – past, present and future

4. All about brands

5. All about customers, consumers and how they behave

PART 2: Ladies and gentlemen choose your weapons and start marketing

6. Madmen and the art of persuasion

7. PR – champagne, sin and lots of spin

8. The New Age of Digital Marketing

9. Social Networking – is this the future of marketing?

10. Sponsorship – getting your name up in lights

11. Making a product into a brand-star

12. Direct marketing – a world of data and innovation

13. Customer Relations Marketing – it’s people who make a difference

14. Marketing the noisy, sensual and surreptitious way

15. Selling – turning marketing into action

16. Creating an integrated marketing plan

PART 3: How to create and execute a great marketing plan

17. Achieving momentum – the art of marketing

18. Key steps in creating a plan – the science of marketing

19. The Ten Brilliant ways of managing people and your campaigns

PART 4: The real world, strategy and creativity

20. That dreaded budget cut

21. The creative accelerator

22. Market research in this real world

PART 5: Marketing in small businesses or doing it for yourself

23. Watching people is what great marketing needs

24. Small-business marketing check-list

PART 6:

25. The Marketing Commandments