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Brilliant marketing : what the best marketers know, do, and say /
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
New York, NY :
Pearson Prentice Hall,
©2009.
|
| Edición: | 1st ed. |
| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- Introduction to marketing brilliance
- Have you got the right stuff to be a marketer?
- The marketing battleground : past, present, and future
- On brands and brilliance : how do they work?
- Advertising : the root of the great sales pitch
- How to make advertising work
- Where to advertise so it reaches the people you want to reach
- PR : just give them the facts
- Sponsorship : living close to excitement
- Design is it!
- Direct marketing : the world of measuring results
- Customer relations marketing : the people side of marketing
- Experimental marketing : using the senses to market yourself
- Buzz marketing : when everyone starts talking about you
- Digital marketing : nothing will be the same again
- Branded entertainment : when programmes and advertising join (and other wacky ideas)
- The first steps in creating a marketing campaign
- Refining objectives, messages, mood, and attitude
- How to write a brilliant marketing plan
- How to choose and manage suppliers, agencies, and brilliant people
- The ten ways to manage a marketing campaign
- Sorry : there's been a budget cut
- The art of creative thinking : turning brilliance into reality
- How to run a brilliant marketing workshop
- Why research can be a rude word when you are trying to be brilliant
- As of today, everything's in play.