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010   $a9786610855995
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100   $a20070212d2007      uy         0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 10$aRigorous magic $ecommunication ideas and their application /$fJim Taylor & Steve Hatch
210   $aHoboken, N.J. $cWiley$d2007
215   $a1 online resource (306 p.)
300   $aDescription based upon print version of record.
311   $a0-470-02601-4 
320   $aIncludes bibliographical references and index.
327   $aThe heart of the matter -- The evolution of magic -- With an eye on execution -- With an eye on the contextual -- With an eye on strategy -- Beyond strategic vs executional -- Inventing a brand : the 'KR bar' -- Communication combinations -- Knowing your 'HOCOS' -- Generating ideas -- Judging brand ideas : trout or trolley?.
330   $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. Rigorous Magic answers these questions, bringing science to the art of ideas. Jim Taylor and Steve Hatch dispel the myths around communication ideas and create a practical 'road map' for marketers to select which types are best for their brand to compete. O
606   $aCommunication in marketing
606   $aBrand name products
606   $aBranding (Marketing)
606   $aAdvertising
615  0$aCommunication in marketing.
615  0$aBrand name products.
615  0$aBranding (Marketing)
615  0$aAdvertising.
676   $a658.8/101
700   $aTaylor$b Jim$f1964-$089664
701   $aHatch$b Steve$01756451
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910876557203321
996   $aRigorous magic$94193731
997   $aUNINA