Powerful marketing campaigns are based on original thinking and creative planning. This book concentrates on the engine which drives successful marketing - imagination. Revealing many profitable tips and secrets to help you target, brand and sell your enterprise whilst generating provocative publicity, this book should help keep you three steps ahead of the competition. Suitable for anyone working in or studying marketing, the text covers the key areas of sales, advertising, PR and branding; concentrates on the dynamic, imaginative side of marketing; and contains activities and exercises.
Table of Contents
The tools of the trade; shaping your marketing plan; the cost of marketing; identifying needs; some of the greatest imaginative thinkers; brainstorming; under the miscroscope - taking a closer look at your business; image is everything; branding in action; going on face values (imaginative design); generating demand; some inspire naturally - the rest use a PR consultant; direct response - from junk mail to jump marketing; from e-commerce to intelligent commerce; which agency is right for you?; sales and marketing - made for each other; the future - it's in your hands. Appendices: typical marketing production times; speak easy - jargon buster; useful contacts; recommended reading; recommended marketing courses.
J. Jonathan Gabay is an award-winning copywriter, course director at the Chartered Institute of Marketing, the world's biggest marketing training organisation, and director of a creative marketing consultancy firm.