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Taylor, Jim, 1964-

Rigorous magic : communication ideas and their application / Jim Taylor & Steve Hatch. - Chichester, England ; Hoboken, NJ : Wiley, �2007. - 1 online resource (xxv, 278 pages) : illustrations

Includes bibliographical references (pages 269-270) and index.

The heart of the matter -- The evolution of magic -- With an eye on execution -- With an eye on the contextual -- With an eye to strategy -- Beyond strategic vs executional -- Inventing a brand : the 'KR bar' -- Communication combinations -- Knowing your 'HOCOs' -- Generating ideas -- Judging brand ideas : trout or trolley? -- Epilogue : the era of rigorous magic.

In the marketing world, communication ideas are revered for their magical ability to affect how consumers behave towards brands. Despite this, they are poorly understood. How many types are there? What are their characteristics? How should you use them? And what makes a good one? Most marketers simply cannot answer these questions.

ISBN: 9781119209232 1119209234 9780470511879 0470511877 9780470687413 047068741X 1280855991 9781280855993 9780470026014 0470026014

Source: 606B0290-7881-4652-8EB8-870F4C90D5FA OverDrive, Inc. http://www.overdrive.com

Nat. Bib. No.: GBC077635 bnb

Nat. Bib. Agency Control No.: 019817460 Uk

Subjects--Topical Terms:
Communication in marketing.
Brand name products.
Branding (Marketing)
Advertising.
Communication en marketing.
Produits de marque.
Strat�egie de marque.
branding.
BUSINESS & ECONOMICS--Sales & Selling--Management.
Advertising
Brand name products
Branding (Marketing)
Communication in marketing

LC Class. No.: HF5415.123 / .T388 2007eb

Dewey Class. No.: 658.8/101