Brilliant Marketing, 2nd Edition

Table of contents

1. Cover
2. Title Page
3. Contents
4. Author’s acknowledgements
5. Publisher’s acknowledgements
6. Preface
7. part 1 Putting marketing into context
   1. 1 Marketing brilliance starts with a sense of smell
   2. 2 Have you got what makes a marketing star?
   3. 3 The marketing battleground – past, present and future
   4. 4 All about brands
   5. 5 All about customers, consumers and how they behave
8. part 2 Ladies and gentlemen, choose your weapons and start marketing
   1. 6 Madmen and the art of persuasion
   2. 7 PR – champagne, tequila and spin
   3. 8 The ‘new age’ of digital marketing
   4. 9 Social networking – is this the future of marketing?
   5. 10 Sponsorship – getting your name up in lights
   6. 11 Designing a product into a brand star
   7. 12 Direct marketing – a world of data and innovation
   8. 13 Customer relations marketing – it’s people who make a difference
   9. 14 Marketing the noisy, sensual and surreptitious way
   10. 15 Selling – turning marketing into action
   11. 16 Creating an integrated marketing plan
9. part 3 How to create and execute a great marketing plan
   1. 17 Achieving momentum – the art of marketing
   2. 18 Key steps in creating a plan – the science of marketing
   3. 19 The ten brilliant ways of managing people and your campaigns
10. part 4 The real world, strategy and creativity
    1. 20 That dreaded budget cut
    2. 21 The creative accelerator
    3. 22 Market research in this real world
11. part 5 Marketing in small businesses or doing it for yourself
    1. 23 Watching people is what great marketing needs
    2. 24 Small-business marketing checklist
12. part 6 A summary of the marketing rules
    1. 25 The Marketing Commandments
13. Index
14. Marketing advertisement
15. Imprint