| 000 | 02428nam a22004575i 4500 | ||
|---|---|---|---|
| 001 | 978-3-540-27116-1 | ||
| 003 | DE-He213 | ||
| 005 | 20161121230858.0 | ||
| 007 | cr nn 008mamaa | ||
| 008 | 100301s2005 gw | s |||| 0|eng d | ||
| 020 |
_a9783540271161 _9978-3-540-27116-1 |
||
| 024 | 7 |
_a10.1007/b138635 _2doi |
|
| 050 | 4 | _aHD28-HD70 | |
| 072 | 7 |
_aKJM _2bicssc |
|
| 072 | 7 |
_aBUS041000 _2bisacsh |
|
| 082 | 0 | 4 |
_a658 _223 |
| 100 | 1 |
_aFog, Klaus. _eauthor. |
|
| 245 | 1 | 0 |
_aStorytelling _h[electronic resource] : _bBranding in Practice / _cby Klaus Fog, Christian Budtz, Baris Yakaboylu. |
| 264 | 1 |
_aBerlin, Heidelberg : _bSpringer Berlin Heidelberg, _c2005. |
|
| 300 |
_a238 p. _bonline resource. |
||
| 336 |
_atext _btxt _2rdacontent |
||
| 337 |
_acomputer _bc _2rdamedia |
||
| 338 |
_aonline resource _bcr _2rdacarrier |
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| 347 |
_atext file _bPDF _2rda |
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| 505 | 0 | _aBranding 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 | _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. | ||
| 650 | 0 | _aBusiness. | |
| 650 | 0 | _aMarketing. | |
| 650 | 0 | _aManagement. | |
| 650 | 1 | 4 | _aBusiness and Management. |
| 650 | 2 | 4 | _aManagement. |
| 650 | 2 | 4 | _aMarketing. |
| 700 | 1 |
_aBudtz, Christian. _eauthor. |
|
| 700 | 1 |
_aYakaboylu, Baris. _eauthor. |
|
| 710 | 2 | _aSpringerLink (Online service) | |
| 773 | 0 | _tSpringer eBooks | |
| 776 | 0 | 8 |
_iPrinted edition: _z9783540235019 |
| 856 | 4 | 0 | _uhttp://dx.doi.org/10.1007/b138635 |
| 912 | _aZDB-2-SBE | ||
| 950 | _aBusiness and Economics (Springer-11643) | ||
| 999 |
_c505311 _d505311 |
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