Storytelling branding in practice

As a business concept “storytelling” has had a significant impact on how companies can build strong corporate cultures and credible brands. Yet many corporations are still confused as to how exactly storytelling can make a difference: Why should we tell stories at all? What makes a good story? And h...

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Detalles Bibliográficos
Autor principal:	Fog, Klaus (-)
Otros Autores:	Budtz, Christian, Munch, Philip, Blanchette, Stephen
Formato:	Libro
Idioma:	Inglés
Publicado:	Heidelberg : Frederiksberg, Denmark : Springer ; Samfundslitteratur cop. 2010
Edición:	2nd ed
Materias:	Marcas comerciales > Marketing. Mercancías > Gestión. Productos de marca
Ver en Universidad de Navarra:	https://innopac.unav.es/record=b29731227*spi