Cover -- Front Matter -- Title Page -- Publisher Information -- Foreword -- Preface -- About the Authors -- Acknowledgements -- Part 1: Marketing -- Introduction To Marketing -- The Marketing Mix -- Market Segmentation -- Brands and Brand Extension -- Brand Licensing -- Part 2: The Key Players -- The Licensor -- The Licensing Agent -- The Licensee -- Retail -- Part 3: Successful Licensing Programmes -- Design -- Smiley -- Hello Kitty -- Entertainment -- Peppa Pig -- Moshi Monsters -- Celebrity -- Paris Hilton -- An IMG Licensing Case Study: Pelé Sports -- Sport -- Arsenal Football Club -- Extreme Hotels -- Toys -- Publishing -- Walker Books -- Thomas and Friends -- Where's Wally? -- The Beano -- Institution / Charity -- Royal Navy -- RSPCA -- Part 4: Marketing Tools -- Consumer Insight (Market Research) -- PR (Public Relations) -- Sponsorship -- Sales Promotions -- Advertising and Social Media -- Social Media -- Trade Shows & Sources of Information -- Trade Shows -- Trade Press -- Trade Associations -- CIM -- Part 5: Financial and Legal Tools -- Brand Valuation -- Royalties -- IP / Legal -- Anti-Counterfeit -- End Matter -- Glossary -- Bibliography -- Also Available.