TY  - BOOK
AU  - Fog,Klaus
AU  - Budtz,Christian
AU  - Munch,Philip
AU  - Blanchette,Stephen
ED  - SpringerLink (Online service)
TI  - Storytelling: Branding in Practice 
SN  - 9783540883494
AV  - HD28-70 
U1  - 650 23
PY  - 2010///
CY  - Berlin, Heidelberg
PB  - Springer Berlin Heidelberg
KW  - Economics
KW  - Industrial management
KW  - Marketing
KW  - Economics/Management Science
KW  - Management/Business for Professionals
N1  - Branding Through Storytelling -- Branding Through Storytelling -- The Toolbox -- The Four Elements of Storytelling -- Storytelling in Business -- The Company Core Story -- Authentic Raw Material for Storytelling -- Storytelling Applied -- Storytelling as a Management Tool -- Storytelling in Advertising -- When Storytelling Becomes Dialogue -- The Media as a Storytelling Partner -- Tearing Down the Walls
N2  - 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 how do we tell it in a way that advances our company both culturally and fiscally while strengthening our brand? The second edition of this successful book presents ten new case studies. Written by practitioners for practitioners and students and filled with simple tools for putting corporate storytelling into practice, it provides knowledge and inspiration for using storytelling as a strategic tool for releasing your company’s potential
UR  - http://148.231.10.114:2048/login?url=http://link.springer.com/book/10.1007/978-3-540-88349-4
ER  -