Hall, R: Brilliant Marketing

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