Rigorous Magic

Communication Ideas and their Application

Business & Finance, Marketing & Sales, Sales & Selling
Cover of the book Rigorous Magic by Steve Hatch, Jim Taylor, Wiley
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Author: Steve Hatch, Jim Taylor ISBN: 9780470687413
Publisher: Wiley Publication: August 19, 2009
Imprint: Wiley Language: English
Author: Steve Hatch, Jim Taylor
ISBN: 9780470687413
Publisher: Wiley
Publication: August 19, 2009
Imprint: Wiley
Language: English

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. Only through a rigorous process of cataloguing and evaluation can ideas truly be understood - and the right ones selected to change consumer behaviour in today’s global, multi-channel marketing world.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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. Only through a rigorous process of cataloguing and evaluation can ideas truly be understood - and the right ones selected to change consumer behaviour in today’s global, multi-channel marketing world.

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