by Chip Heath, Dan Heath · Arrow · tapa blanda · ISBN 9780099505693
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«Made to Stick: Why Some Ideas Take Hold and Others Come Unstuck» is the essay by Chip Heath and Dan Heath on communication, published by Arrow in paperback.
Chip and Dan Heath study why some ideas endure in memory and others are forgotten. With examples from campaigns and urban legends, they identify the keys to successful messages and show how to apply resources such as simplicity, surprise, credibility and emotion to make them more memorable.
The book, published in 2008, consists of 336 pages and is written in English.
Aimed at those working in communication or marketing and at any reader who wants to create memorable messages.
Chip Heath is an American academic. He is the Thrive Foundation for Youth Professor of Organizational Behavior at the Stanford Graduate School of Business, and the co-author of several books.
