{"text_format":"2","workbook":"xls","n_sheets":1,"sheets":["report2"],"not_rendered":{"charts":0,"images":0,"macros":0,"external_links":1,"defined_names":1,"comments":0,"pivot_tables":0},"unopened":[],"bounds":{"document_bytes":16777216,"sheet_cells":100000,"run_cost":"one","rows_first":2000,"rows_last":500,"rows_between":2000,"halvings":0,"cell_chars":16384,"cell_head_chars":4096},"cells_cut":0,"cells_raw":0,"read":"whole","date_system":"1900","formulas":"cached_only"}

{"sheet":"report2","index":0,"n_rows":24,"n_cols":5,"rows_kept":24,"cut":false,"hidden":false,"merged":[[0,2,0,3],[0,4,0,5],[1,2,1,3],[1,4,1,5],[2,2,2,3],[2,4,2,5],[3,2,3,3],[4,2,4,3],[9,2,9,3],[10,2,10,3],[12,2,12,3],[17,2,17,3],[18,2,18,3],[22,2,22,3]],"flags":["formulas_cached_only"]}
[null,"1.","Record Nr.",null,"UNINA9910143585003321"]
[null,null,"Autore",null,"Taylor Jim <1964->"]
[null,null,"Titolo",null,"Rigorous magic [[electronic resource] ] : communication ideas and their application / / Jim Taylor & Steve Hatch"]
[null,null,"Pubbl/distr/stampa",null,"Hoboken, N.J., : Wiley, 2007"]
[null,null,"ISBN",null,"0-470-68741-X"]
[{"$nulls":4},"1-119-20923-4"]
[{"$nulls":4},"1-280-85599-1"]
[{"$nulls":4},"9786610855995"]
[{"$nulls":4},"0-470-51187-7"]
[null,null,"Descrizione fisica",null,"1 online resource (306 p.)"]
[null,null,"Disciplina",null,"658.8"]
[{"$nulls":4},"658.802"]
[null,null,"Soggetti",null,"Communication in marketing"]
[{"$nulls":4},"Brand name products"]
[{"$nulls":4},"Branding (Marketing)"]
[{"$nulls":4},"Advertising"]
[{"$nulls":4},"Electronic books."]
[null,null,"Lingua di pubblicazione",null,"Inglese"]
[null,null,"Formato",null,"Materiale a stampa"]
[null,null,null,"Livello bibliografico","Monografia"]
[null,null,null,"Note generali","Description based upon print version of record."]
[null,null,null,"Nota di bibliografia","Includes bibliographical references and index."]
[null,null,"Nota di contenuto",null,"The 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?."]
[null,null,null,"Sommario/riassunto","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. 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"]