Brilliant Marketing, 3rd Edition. (2016)

• Record Type: Book
• Further Information: Note: Hall, Richard.
• Authors: Hall, Richard
• Other Names: O'Reilly for Higher Education (Firm)
• Contents: 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.
• Edition: 3rd edition
• Publisher Details: Place of publication not identified : Pearson Business
• Publication Date: 2016
• Extent: 1 online resource (368 pages)
• Subjects: 658.8; Marketing; Marketing; Marketing; marketing; Marketing; Electronic books
• Languages: English
• ISBNs: 1292139064; 9781292139067
• Related ISBNs: 9781292139043
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.