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| 049 | _aMAIN | ||
| 100 | 1 |
_aTaylor, Jim, _d1964- _1https://id.oclc.org/worldcat/entity/E39PCjthhwKMgfPRxRXR8CJ4FX |
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| 245 | 1 | 0 |
_aRigorous magic : _bcommunication ideas and their application / _cJim Taylor & Steve Hatch. |
| 260 |
_aChichester, England ; _aHoboken, NJ : _bWiley, _c�2007. |
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| 300 |
_a1 online resource (xxv, 278 pages) : _billustrations |
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| 336 |
_atext _btxt _2rdacontent |
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| 337 |
_acomputer _bc _2rdamedia |
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| 338 |
_aonline resource _bcr _2rdacarrier |
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| 504 | _aIncludes bibliographical references (pages 269-270) and index. | ||
| 505 | 0 | _aThe 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. | |
| 588 | 0 | _aPrint version record. | |
| 520 | _aIn 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. | ||
| 590 |
_aJohn Wiley and Sons _bWiley Online Library: Complete oBooks |
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| 650 | 0 | _aCommunication in marketing. | |
| 650 | 0 | _aBrand name products. | |
| 650 | 0 | _aBranding (Marketing) | |
| 650 | 0 | _aAdvertising. | |
| 650 | 6 | _aCommunication en marketing. | |
| 650 | 6 | _aProduits de marque. | |
| 650 | 6 | _aStrat�egie de marque. | |
| 650 | 7 |
_abranding. _2aat |
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| 650 | 7 |
_aBUSINESS & ECONOMICS _xSales & Selling _xManagement. _2bisacsh |
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| 650 | 7 |
_aAdvertising _2fast |
|
| 650 | 7 |
_aBrand name products _2fast |
|
| 650 | 7 |
_aBranding (Marketing) _2fast |
|
| 650 | 7 |
_aCommunication in marketing _2fast |
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| 700 | 1 | _aHatch, Steve. | |
| 758 |
_ihas work: _aRigorous magic (Text) _1https://id.oclc.org/worldcat/entity/E39PCFyYC3pdDfrTrhJqBrJDhd _4https://id.oclc.org/worldcat/ontology/hasWork |
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| 776 | 0 | 8 |
_iPrint version: _aTaylor, Jim, 1964- _tRigorous magic. _dChichester, England ; Hoboken, NJ : Wiley, �2007 _z9780470026014 _z0470026014 _w(DLC) 2007004230 _w(OCoLC)83608217 |
| 856 | 4 | 0 | _uhttps://onlinelibrary.wiley.com/doi/book/10.1002/9781119209232 |
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