MARC Record from Library of Congress

LEADER: 02382cam a2200337 a 4500
001 2009011398
003 DLC
005 20101224084709.0
008 090319s2009 enk b 001 0 eng
010 $a 2009011398
015 $a014-85752$2bnb
015 $aGBA-8E108$2bnb
015 $aGBA8E1087$2bnb
016 7 $a014857526$2Uk
020 $a9780273721239 (pbk.)
020 $a0273721232 (pbk.)
035 $a(OCoLC)ocn316736972
040 $aDLC$cDLC$dYDXCP$dBWKUK$dBWK$dCDX$dGBVCP$dBTCTA$dUKM$dDLC
042 $apcc
050 00 $aHF5415$b.H1855 2009
082 00 $a658.8$222
100 1 $aHall, Richard,$d1944-
245 10 $aBrilliant marketing :$bwhat the best marketers know, do and say /$cRichard Hall.
260 $aHarlow, England ;$aNew York :$bPearson Prentice Hall,$c2009.
300 $axv, 331 p. ;$c22 cm.
490 0 $aBrilliant
504 $aIncludes bibliographical references (p. [317]-327) and index.
505 0 $aIntroduction 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.
650 0 $aMarketing.
650 0 $aSuccess in business.
650 0 $aSuccess$xPsychological aspects.