Rigorous magic : communication ideas and their application /

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 simp...

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Bibliographic Details

Main Author:	Taylor, Jim, 1964-
Other Authors:	Hatch, Steve
Format:	eBook
Language:	English
Published:	Chichester, England ; Hoboken, NJ : Wiley, ©2007.
Subjects:	Communication in marketing. Brand name products. Branding (Marketing) Advertising. Electronic books.
Online Access:	Connect to the full text of this electronic book