Brand Storytelling in the Digital Age Theories, Practice and Application
"Moin provides a unique perspective on how the art of storytelling is central to marketing success in an age of rapid technological advancement and increasing 'datafication.' This book will be of great interest to scholars and practitioner alike and provides many perceptive and though...
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| Autor Corporativo: | |
| Formato: | Libro electrónico |
| Idioma: | Inglés |
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Cham :
Springer International Publishing
2020.
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| Edición: | 1st ed |
| Colección: | Springer eBooks.
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| Acceso en línea: | Conectar con la versión electrónica |
| Ver en Universidad de Navarra: | https://innopac.unav.es/record=b43225974*spi |
Tabla de Contenidos:
- 1. Introduction: The Ancient Art of Storytelling and the Language of Marketing
- 2. Brand Storytelling: A Review of the Interdisciplinary Literature
- 3. Storytelling for Minds: Neuroscience's Approaches to Branding
- 4. Storytelling for Hearts: Brand-Consumer Conversations in the Digital Age
- 5. Character and Plot: Narrative Structure and the Art of the Archetype Enactment
- 6. Conclusion: The Future of Storytelling.
