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
