000			02070cam a2200337 a 4500
001			5303941
003			CaAEU
005			20240716123027.0
008			100414s2010 gw a b 001 0 eng d
020			_a9783540883487
040			_cTBS
041	0		_aeng
041	0		_hdan
050		4	_aHD69.B7 _bF6413 2010
100			_aFog, Klaus _921616 _eauthor
240	1	0	_aStorytelling. _lEnglish.
245	0	0	_aStorytelling _b: branding in practice _c/ Klaus Fog [and three others].
250			_aSecond edition.
260			_aLondon ; _aNew York : _bSpringer Heidelberg, _c2010.
300			_a254 pages : _billustrations, portraits (some color) ; _c24 cm.
504			_aIncludes bibliographical references and index.
505			_aForeword ― 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 storytelling partner ― Tearing down the walls.
520			_aAs a concept, storytelling has won a decisive foothold in the debate on how brands of the future will be shaped. Yet, companies are still confused as to how and why storytelling can make a difference to their business. What is the point of telling stories anyway? What makes a good story? And how do you go about telling it so that it supports the company brand? This book is written for practitioners by practitioners. Through real life examples, simple guidelines and practical tools, the book aims to inspire companies to use storytelling as a means of building their brand — internally as well as externally.
526			_aB3ASP Digital Marketing: Content Marketing and Storytelling
650		0	_aBranding (Marketing) _96284
650		0	_aProduct management _92370
700			_aBudtz, Christian _921617 _eauthor
700			_aMunch, Philip _921618 _eauthor
700			_aBlanchette, Stephen _921615 _eauthor
942			_2lcc
999			_c1914 _d1914