内容简介
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Marketing. Everyone knows it's 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 Cadbury's Gorilla. How do I write and manage a marketing plan?
专业书评
From the Back Cover
Seduction is about making people love you. So is marketing.
You can’t seduce someone if they don’t know you exist; if you don’t engage them and if they don’t appreciate you have something they want.
Brilliant Marketing is your seduction toolkit. You’ll find the skills, examples and attitudes to carry out the most alluring campaigns around.
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.
Drink in the energy and wisdom of this book...then read it again – it’s not about processes and procedures – it’s actually about you!
Rupert Maitland-Titterton, Head of Public Affairs, Nestlé UK Ltd
Brilliant Marketing will transform your understanding of the marketing mix – essential reading.
Rachel Bell, Shine Communication
目录
Author's acknowledgementsPublisher's acknowledgementsPrefacepart 1Let's get marketing into contextpsychology, history and alchemy1introduction to marketing brilliance2have you got the right stuff to be a marketer?3the marketing battlegroundpast, present and future4on brands and brilliancehow do they work?part 2Ladies and gentlemen choose your weapons5advertisingthe root of the great sales pitch6how to make advertising work7where to advertise so it reaches the people you want to reach8PRjust give them the facts9sponsorshipliving close to excitement10design is it!11direct marketingthe world of measuring results12customer relations marketingthe people side of marketing13experiential marketingusing the senses to market yourself14buzz marketingwhen everyone starts talking about you15digital marketingnothing will be the same again16branded entertainmentwhen programmes and advertising join together (and other wacky ideas)part 3Creating and executing a great marketing plan17the first steps in creating a marketing campaign18refining objectives, messages, mood and attitude19how to write a brilliant marketing plan20how to choose and manage suppliers, agencies and brilliant people21the ten ways to manage a marketing campaignpart 4Strategy, creativity and the bigger picture22sorrythere's been a budget cut23the art of creative thinkingturning brilliance into reality24how to run a brilliant marketing workshop25why research can be a rude word when you are trying to be brilliant26as of today, everything's in playpart 5Summary and highlights27summary and highlights28read and see
| 出版社 | Pearson Prentice Hall |
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| 作者 | Richard Hall |
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