LEADER 03518nam 2200505 450 001 9910154782403321 005 20210117164734.0 010 $a1-292-08448-0 035 $a(CKB)2670000000594519 035 $a(WaSeSS)IndRDA00115645 035 $a(MiAaPQ)EBC5174562 035 $a(MiAaPQ)EBC5139150 035 $a(Au-PeEL)EBL5139150 035 $a(CaONFJC)MIL688537 035 $a(OCoLC)1015867022 035 $a(CaSebORM)9781292081069 035 $a(EXLCZ)992670000000594519 100 $a20191008d2014 uy 0 101 0 $aeng 135 $aur||||||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aBrilliant marketing /$fRichard Hall 205 $aRevised, second edition. 210 1$aHarlow, England :$cPearson Education,$d2014. 215 $a1 online resource (336 pages) 311 $a1-292-08106-6 311 $a1-322-57255-0 327 $aCover -- 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 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. 330 $aBrilliant 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. 606 $aMarketing 606 $aSuccess in business 606 $aSuccess$xPsychological aspects 615 0$aMarketing. 615 0$aSuccess in business. 615 0$aSuccess$xPsychological aspects. 676 $a658.8 700 $aHall$b Richard$0408829 801 0$bWaSeSS 801 1$bWaSeSS 906 $aBOOK 912 $a9910154782403321 996 $aBrilliant marketing$93359322 997 $aUNINA