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
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.
