Rigorous magic
Subtitle: communication ideas and their application
By: Jim Taylor & Steve Hatch.
Contributors: Hatch, Steve.
Publisher: Wiley
Published: 2007
Place of publication: Hoboken, NJ
Language: eng
ISBN-13: 9780470026014
Subjects: Communication in marketing; Brand name products; Brand name products -- Marketing; Advertising
Notes: Includes bibliographical references and index.
Table of contents: title: The heart of the matter; title: The evolution of magic; title: With an eye on execution; title: With an eye on the contextual; title: With an eye on strategy; title: Beyond strategic vs executional; title: Inventing a brand; title: Communication combinations; title: Knowing your HOCOS; title: Generating ideas; title: Judging brand ideas : trout or trolley.