Brilliant Marketing

Richard Hall is Chairman of RH&A and Showcase Presentations Limited. He has written five books for Pearson, which include How to solve problems and make brilliant decisions, Brilliant Presentation, Brilliant Business Creativity and The Secrets of Success At Work.  His background is in marketing and advertising. Now he specialises in executive mentoring, team building and strategic consulting. He says his mission is to turn good people into great people by inspiring them, by accentuating their positive assets and by making them feel excited by the world in which they live.

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• Author Acknowledgements Preface: Everything is changing so fast that this is a revolutionIntroduction  PART ONE: Putting marketing into contextChapter 1 - Brilliant marketing starts with a sense of smellChapter 2 - Have you really got what it takes to be a marketing star?Chapter 3 - Say goodbye to the pastChapter 4 - All about brandsChapter 5 - How people, think, feel and behave  PART TWO: These are your instruments, let’s partyChapter 6 – Advertising – The art of persuasionChapter 7 – Champagne, stockings and spin Chapter 8 – Let’s talk business – B2B conversations Chapter 9 – The future of marketing lies with digital and the people revolution Chapter 10 – Sponsorship – using stars to impress Chapter 11 – Designing a brand star Chapter 12 – Direct marketing – yesterday’s world of data Chapter 13 – Customer relations marketing – people make the difference Chapter 14 – Theatrical marketingChapter 15 – Selling – turning marketing into action Chapter 16 – Getting it all together (or creating an integrated marketing plan)  PART THREE: Change the world – create and execute a revolutionary marketing plan Chapter 17 – Achieving momentum Chapter 18 – The science of pitching for your marketing money Chapter 19 – How to inspire marketing people and how to put energy into their marketing campaigns  PART FOUR: This is a new, radical world – it needs a revolution in strategy and creativity Chapter 20 – Budgeting? There is no money; next Chapter 21 – The creative revolutionChapter 22 – Be a research rebel  PART FIVE: Marketing in new and small business Chapter 23 – Watching the revolution unfoldChapter 24 – Small-business marketing checklist  PART SIX: A summary of the marketing rules Chapter 25  - Revolutionary checklists