Rigorous magic communication ideas and their application /
| Main Author: | |
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| Other Authors: | |
| Format: | Electronic |
| Language: | English |
| Published: |
Chichester, England ; Hoboken, NJ :
Wiley,
c2007.
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| Subjects: | |
| Online Access: | View fulltext via EzAccess |
Table of Contents:
- 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.