Storytelling branding in practice

As a concept, storytelling has won a decisive foothold in the debate on how brands of the future will be shaped. Yet, companies are still confused as to how and why storytelling can make a difference to their business. What is the point of telling stories anyway? What makes a good story? And how do...

Descripción completa

Detalles Bibliográficos
Autor principal:	Fog, Klaus (-)
Otros Autores:	Budtz, Christian, Yakaboylu, Baris
Formato:	Libro electrónico
Idioma:	Inglés
Publicado:	Berlin : Springer-Verlag c2005.
Edición:	1st ed. 2005.
Materias:	Branding (Marketing) New products > Marketing. Communication in marketing. Storytelling.
Ver en Biblioteca Universitat Ramon Llull:	https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009460259406719