Brilliant Marketing How to plan and deliver winning marketing strategies - regardless of the size of your budget

Marketing has never been so important because business has never been so competitive.

Brilliant Marketing shows anyone how they 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 how you can succeed with your campaigns.

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.

Richard Hall is Chairman of RH&A and Showcase Presentations Limited. He has written five books for Pearson, which include How to solve problems and make brilliant decisions, Brilliant Presentation, Brilliant Business Creativity and The Secrets of Success At Work.

His background is in marketing and advertising. Now he specialises in executive mentoring, team building and strategic consulting. He says his mission is to turn good people into great people by inspiring them, by accentuating their positive assets and by making them feel excited by the world in which they live.

Author Acknowledgements

Preface: Everything is changing so fast that this is a revolution

Introduction

PART ONE: Putting marketing into context

Chapter 1 - Brilliant marketing starts with a sense of smell

Chapter 2 - Have you really got what it takes to be a marketing star?

Chapter 3 - Say goodbye to the past

Chapter 4 - All about brands

Chapter 5 - How people, think, feel and behave

PART TWO: These are your instruments, let’s party

Chapter 6 – Advertising – The art of persuasion

Chapter 7 – Champagne, stockings and spin

Chapter 8 – Let’s talk business – B2B conversations

Chapter 9 – The future of marketing lies with digital and the people revolution

Chapter 10 – Sponsorship – using stars to impress

Chapter 11 – Designing a brand star

Chapter 12 – Direct marketing – yesterday’s world of data

Chapter 13 – Customer relations marketing – people make the difference

Chapter 14 – Theatrical marketing

Chapter 15 – Selling – turning marketing into action

Chapter 16 – Getting it all together (or creating an integrated marketing plan)

PART THREE: Change the world – create and execute a revolutionary marketing plan

Chapter 17 – Achieving momentum

Chapter 18 – The science of pitching for your marketing money

Chapter 19 – How to inspire marketing people and how to put energy into their marketing campaigns

PART FOUR: This is a new, radical world – it needs a revolution in strategy and creativity

Chapter 20 – Budgeting? There is no money; next

Chapter 21 – The creative revolution

Chapter 22 – Be a research rebel

PART FIVE: Marketing in new and small business

Chapter 23 – Watching the revolution unfold

Chapter 24 – Small-business marketing checklist

PART SIX: A summary of the marketing rules

Chapter 25  - Revolutionary checklists