{"publishers": ["Pearson Prentice Hall"], "table_of_contents": [{"level": 0, "title": "Introduction to marketing brilliance", "type": {"key": "/type/toc_item"}}, {"level": 0, "title": "Have you got the right stuff to be a marketer?", "type": {"key": "/type/toc_item"}}, {"level": 0, "title": "The marketing battleground : past, present, and future", "type": {"key": "/type/toc_item"}}, {"level": 0, "title": "On brands and brilliance : how do they work?", "type": {"key": "/type/toc_item"}}, {"level": 0, "title": "Advertising : the root of the great sales pitch", "type": {"key": "/type/toc_item"}}, {"level": 0, "title": "How to make advertising work", "type": {"key": "/type/toc_item"}}, {"level": 0, "title": "Where to advertise so it reaches the people you want to reach", "type": {"key": "/type/toc_item"}}, {"level": 0, "title": "PR : just give them the facts", "type": {"key": "/type/toc_item"}}, {"level": 0, "title": "Sponsorship : living close to excitement", "type": {"key": "/type/toc_item"}}, {"level": 0, "title": "Design is it!", "type": {"key": "/type/toc_item"}}, {"level": 0, "title": "Direct marketing : the world of measuring results", "type": {"key": "/type/toc_item"}}, {"level": 0, "title": "Customer relations marketing : the people side of marketing", "type": {"key": "/type/toc_item"}}, {"level": 0, "title": "Experimental marketing : using the senses to market yourself", "type": {"key": "/type/toc_item"}}, {"level": 0, "title": "Buzz marketing : when everyone starts talking about you", "type": {"key": "/type/toc_item"}}, {"level": 0, "title": "Digital marketing : nothing will be the same again", "type": {"key": "/type/toc_item"}}, {"level": 0, "title": "Branded entertainment : when programmes and advertising join (and other wacky ideas)", "type": {"key": "/type/toc_item"}}, {"level": 0, "title": "The first steps in creating a marketing campaign", "type": {"key": "/type/toc_item"}}, {"level": 0, "title": "Refining objectives, messages, mood, and attitude", "type": {"key": "/type/toc_item"}}, {"level": 0, "title": "How to write a brilliant marketing plan", "type": {"key": "/type/toc_item"}}, {"level": 0, "title": "How to choose and manage suppliers, agencies, and brilliant people", "type": {"key": "/type/toc_item"}}, {"level": 0, "title": "The ten ways to manage a marketing campaign", "type": {"key": "/type/toc_item"}}, {"level": 0, "title": "Sorry : there's been a budget cut", "type": {"key": "/type/toc_item"}}, {"level": 0, "title": "The art of creative thinking : turning brilliance into reality", "type": {"key": "/type/toc_item"}}, {"level": 0, "title": "How to run a brilliant marketing workshop", "type": {"key": "/type/toc_item"}}, {"level": 0, "title": "Why research can be a rude word when you are trying to be brilliant", "type": {"key": "/type/toc_item"}}, {"level": 0, "title": "As of today, everything's in play.", "type": {"key": "/type/toc_item"}}], "covers": [8625037], "lc_classifications": ["HF5415 .H1855 2009", "HF5415"], "key": "/books/OL23186975M", "authors": [{"key": "/authors/OL1394154A"}], "publish_places": ["New York, NY"], "subtitle": "what the best marketers know, do, and say", "languages": [{"key": "/languages/eng"}], "pagination": "p. cm.", "source_records": ["marc:marc_loc_updates/v37.i12.records.utf8:13279801:2035", "marc:marc_loc_updates/v38.i08.records.utf8:25811895:2035", "ia:brilliantmarketi00hall", "bwb:9780273721239", "marc:marc_loc_2016/BooksAll.2016.part36.utf8:107520304:2382", "ia:brilliantmarketi0000hall", "promise:bwb_daily_pallets_2020-07-30"], "title": "Brilliant marketing", "dewey_decimal_class": ["658.8"], "identifiers": {"librarything": ["9172938"]}, "isbn_13": ["9780273721239"], "edition_name": "1st ed.", "lccn": ["2009011398"], "subjects": ["Marketing", "Success in business", "Success -- Psychological aspects"], "publish_date": "2009", "publish_country": "nyu", "by_statement": "Richard Hall.", "works": [{"key": "/works/OL5734297W"}], "type": {"key": "/type/edition"}, "local_id": ["urn:bwbsku:KO-208-635"], "latest_revision": 11, "revision": 11, "created": {"type": "/type/datetime", "value": "2009-05-15T01:07:51.678596"}, "last_modified": {"type": "/type/datetime", "value": "2025-03-28T15:27:07.209500"}}