Storytelling [recurso electrónico] : Branding in Practice / by Klaus Fog, Christian Budtz, Philip Munch, Stephen Blanchette.
Tipo de material: TextoEditor: Berlin, Heidelberg : Springer Berlin Heidelberg, 2010Edición: Second EditionDescripción: 254 p. 28 illus., 26 illus. in color. online resourceTipo de contenido: text Tipo de medio: computer Tipo de portador: online resourceISBN: 9783540883494Tema(s): Economics | Industrial management | Marketing | Economics/Management Science | Management/Business for Professionals | MarketingFormatos físicos adicionales: Printed edition:: Sin títuloClasificación CDD: 650 Clasificación LoC:HD28-70Recursos en línea: Libro electrónicoTipo de ítem | Biblioteca actual | Colección | Signatura | Copia número | Estado | Fecha de vencimiento | Código de barras |
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Libro Electrónico | Biblioteca Electrónica | Colección de Libros Electrónicos | HD28 -70 (Browse shelf(Abre debajo)) | 1 | No para préstamo | 373288-2001 |
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.
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.
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