Brilliant marketing : what the best marketers know, do and say
Richard Hall
| Year of publication: |
2012 ; 2nd ed
|
|---|---|
| Authors: | Hall, Richard |
| Publisher: |
Harlow : Pearson |
| Subject: | Marketing | Erfolgsfaktor | Success factor |
| Description of contents: | Table of Contents [gbv.de] |
| Extent: | XVI, 320 S. |
|---|---|
| Series: | |
| Type of publication: | Book / Working Paper |
| Type of publication (narrower categories): | Ratgeber ; Guidebook |
| Language: | English |
| Notes: | Includes bibliographical references and index Preface ; Putting marketing into context ; Marketing brilliance starts with a sense of smell ; Have you got what makes a marketing star? ; The marketing battleground / past, present and future All about brands ; All about customers, consumers and how they behave ; Ladies and gentlemen choose your weapons and start marketing ; Madmen and the art of persuasion ; PR / champagne, tequila and spin The "new age" of digital marketing ; Social networking / is this the future of marketing? Sponsorship / getting your name up in lights Designing a product into a brand star ; Direct marketing / a world of data and innovation Customer relations marketing / it's people who make a difference Marketing the noisy, sensual and surreptitious way ; Selling / turning marketing into action Creating an integrated marketing plan ; How to create and execute a great marketing plan ; Achieving momentum / the art of marketing Key steps in creating a plan / the science of marketing The ten brilliant ways of managing people and your campaigns ; The real world, strategy and creativity ; That dreaded budget cut ; The creative accelerator ; Market research in this real world ; Marketing in small businesses or doing it for yourself ; Watching people is what great marketing needs ; Small-business marketing checklist ; A summry of the marketing rules ; The marketing commandments. |
| ISBN: | 978-0-273-76818-0 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009516832