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 : theres 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, everythings in play.

From planning and managing, to being creative, 'Brilliant Marketing' reveals everything you need to do to succeed.- Provides the tools and motivation to deal with change and to go out and be described as a brilliant marketer.- Extremely practical, your marketing skills will improve after reading every page.- Answers key questions like, 'What is a Brand', 'What is Marketing', 'How is Marketing Changing', 'What is Good Marketing' and 'What is Bad Marketing'- Shows how to write and manage a marketing plan. Marketing. Everyone knows it's really hard to do well and marketers have never been under so much pressure. More questions are being asked about value and effectiveness than ever before. We live in a world of turbulence and flux. This book gives you the tools and the motivation to deal with this change and to go out and be described as a 'Brilliant Marketer'.