Brilliant Marketing gives you the skills, examples, attitudes and techniques that you will need to plan and carry out the most outstanding and alluring campaigns. It also contains specific advice for new start-ups and small businesses where brilliant marketing can catapult you to success.
Richard Hall is Chairman of RH&A and Showcase Presentations Limited, which was most recently behind the Pearson presentation at the Strand. He has written four books for Pearson, which include Brilliant Presentation, Brilliant Business Creativity and The Secrets of Success At Work. His background is in marketing and advertising.
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