基本信息出版社：Pearson Prentice Hall
页码：352 页
出版日期：2009年05月
ISBN：0273721232
International Standard Book Number：0273721232
条形码：9780273721239
EAN：9780273721239
装帧：平装
正文语种：英语
丛书名：Brilliant
内容简介 在线阅读本书
Marketing. Everyone knows it's really hard to do well and marketers have never been under so much pressure. More questions are being asked about value and effectiveness than ever before. We live in a world of turbulence and flux. This book gives you the tools and the motivation to deal with this change and to go out and be described as a brilliant marketer. Brilliant Marketing answers key questions such as: What is a brand? What is marketing and how is it changing? What is good, what is poor, what is brilliant? How can I be creative enough to stand out? Creative like the Google logo. Creative like Cadbury's Gorilla. How do I write and manage a marketing plan?
专业书评 From the Back Cover
Seduction is about making people love you. So is marketing.
You can’t seduce someone if they don’t know you exist; if you don’t engage them and if they don’t appreciate you have something they want.
Brilliant Marketing is your seduction toolkit. You’ll find the skills, examples and attitudes to carry out the most alluring campaigns around.
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.
Drink in the energy and wisdom of this book...then read it again – it’s not about processes and procedures – it’s actually about you!
Rupert Maitland-Titterton, Head of Public Affairs, Nestlé UK Ltd
Brilliant Marketing will transform your understanding of the marketing mix – essential reading.
Rachel Bell, Shine Communication
目录
Author's acknowledgements Publisher's acknowledgements Preface part 1 Let's get marketing into context psychology, history and alchemy 1 introduction to marketing brilliance 2 have you got the right stuff to be a marketer? 3 the marketing battleground past, present and future 4 on brands and brilliance how do they work? part 2 Ladies and gentlemen choose your weapons 5 advertising the root of the great sales pitch 6 how to make advertising work 7 where to advertise so it reaches the people you want to reach 8 PR just give them the facts 9 sponsorship living close to excitement 10 design is it! 11 direct marketing the world of measuring results 12 customer relations marketing the people side of marketing 13 experiential marketing using the senses to market yourself 14 buzz marketing when everyone starts talking about you 15 digital marketing nothing will be the same again 16 branded entertainment when programmes and advertising join together (and other wacky ideas) part 3 Creating and executing a great marketing plan 17 the first steps in creating a marketing campaign 18 refining objectives, messages, mood and attitude 19 how to write a brilliant marketing plan 20 how to choose and manage suppliers, agencies and brilliant people 21 the ten ways to manage a marketing campaign part 4 Strategy, creativity and the bigger picture 22 sorry there's been a budget cut 23 the art of creative thinking turning brilliance into reality 24 how to run a brilliant marketing workshop 25 why research can be a rude word when you are trying to be brilliant 26 as of today, everything's in play part 5 Summary and highlights 27 summary and highlights 28 read and see
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