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.
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 -- its 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