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...

Πλήρης περιγραφή

Λεπτομέρειες βιβλιογραφικής εγγραφής
Κύριοι συγγραφείς: Fog, Klaus (Συγγραφέας), Budtz, Christian (Συγγραφέας), Munch, Philip (Συγγραφέας), Blanchette, Stephen (Συγγραφέας)
Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
Γλώσσα:English
Έκδοση: Berlin, Heidelberg : Springer Berlin Heidelberg, 2010.
Έκδοση:Second Edition.
Θέματα:
Διαθέσιμο Online:Full Text via HEAL-Link
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100 1 |a Fog, Klaus.  |e author. 
245 1 0 |a Storytelling  |h [electronic resource] :  |b Branding in Practice /  |c by Klaus Fog, Christian Budtz, Philip Munch, Stephen Blanchette. 
250 |a Second Edition. 
264 1 |a Berlin, Heidelberg :  |b Springer Berlin Heidelberg,  |c 2010. 
300 |a 254 p. 28 illus., 26 illus. in color.  |b online resource. 
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505 0 |a 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. 
520 |a 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. 
650 0 |a Business. 
650 0 |a Marketing. 
650 1 4 |a Business and Management. 
650 2 4 |a Marketing. 
700 1 |a Budtz, Christian.  |e author. 
700 1 |a Munch, Philip.  |e author. 
700 1 |a Blanchette, Stephen.  |e author. 
710 2 |a SpringerLink (Online service) 
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776 0 8 |i Printed edition:  |z 9783540883487 
856 4 0 |u http://dx.doi.org/10.1007/978-3-540-88349-4  |z Full Text via HEAL-Link 
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