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Record Nr. |
UNINA9910154782403321 |
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Autore |
Hall Richard |
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Titolo |
Brilliant marketing / / Richard Hall |
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Pubbl/distr/stampa |
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Harlow, England : , : Pearson Education, , 2014 |
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ISBN |
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Edizione |
[Revised, second edition.] |
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Descrizione fisica |
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1 online resource (336 pages) |
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Disciplina |
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Soggetti |
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Marketing |
Success in business |
Success - Psychological aspects |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Nota di contenuto |
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Cover -- Title Page -- Copyright -- Contents -- Author's acknowledgements -- Publisher's acknowledgements -- Preface -- Part 1 Putting marketing into context -- Chapter 1 Marketing brilliance starts with a sense of smell -- Chapter 2 Have you got what makes a marketing star? -- Chapter 3 The marketing battleground - past, present and future -- Chapter 4 All about brands -- Chapter 5 All about customers, consumers and how they behave -- Part 2 Ladies and gentlemen: choose your weapons and start marketing -- Chapter 6 Madmen and the art of persuasion -- Chapter 7 PR - champagne, tequila and spin -- Chapter 8 The 'new age' of digital marketing -- Chapter 9 Social networking - is this the future of marketing? -- Chapter 10 Sponsorship - getting your name up in lights -- Chapter 11 Designing a product into a brand star -- Chapter 12 Direct marketing - a world of data and innovation -- Chapter 13 Customer relations marketing - it's people who make a difference -- Chapter 14 Marketing the noisy, sensual and surreptitious way -- Chapter 15 Selling - turning marketing into action -- Chapter 16 Creating an integrated marketing plan -- Part 3 How to create and execute a great marketing plan -- Chapter 17 Achieving momentum - the art of marketing -- Chapter 18 Key steps in creating a plan - the science of marketing -- Chapter 19 The ten brilliant ways of managing people and your campaigns -- Part 4 The real world, strategy and creativity -- Chapter |
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20 That dreaded budget cut -- Chapter 21 The creative accelerator -- Chapter 22 Market research in this real world -- Part 5 Marketing in small businesses or doing it for yourself -- Chapter 23 Watching people is what great marketing needs -- Chapter 24 Small-business marketing checklist -- Part 6 A summary of the marketing rules -- Chapter 25 The Marketing Commandments -- Index. |
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Sommario/riassunto |
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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. |
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