TY  - BOOK
AU  - Taylor,Jim
AU  - Hatch,Steve
TI  - Rigorous magic: communication ideas and their application 
SN  - 9781119209232
AV  - HF5415.123 .T388 2007eb
U1  - 658.8/101 22
PY  - 2007///
CY  - Chichester, England, Hoboken, NJ
PB  - Wiley
KW  - Communication in marketing
KW  - Brand name products
KW  - Branding (Marketing)
KW  - Advertising
KW  - Communication en marketing
KW  - Produits de marque
KW  - Strat�egie de marque
KW  - branding
KW  - aat
KW  - BUSINESS & ECONOMICS
KW  - Sales & Selling
KW  - Management
KW  - bisacsh
KW  - fast
N1  - 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
N2  - 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
UR  - https://onlinelibrary.wiley.com/doi/book/10.1002/9781119209232
ER  -