Winning the story wars : Why those who tell - and live - the best stories will rule the future / By Jonan Sachs.
Նյութի տեսակ։ ՏեքստԼեզու: Անգլերեն Հրատարակման մանրամասներ։ Boston : Harvard Business Review Press, 2012.Նկարագրություն։ viii, 264 p. ; 24 cmISBN:- 978-1-4221-4356-8
Նյութի տեսակ | Ընթացիկ գրադարան | Հավաքածու | Դարակային համար | Վիճակ | Նշումներ | Վերադարձի ամսաթիվ | Շտրիխ կոդ | |
---|---|---|---|---|---|---|---|---|
Book | National Library of Armenia | Վարդան Գրեգորեանի հավաքածու | V.Gr. / 1754 (Դիտման դարակ(Բացվում է ներքևում)) | Հասանելի | One Hour Loan | NL0696001 |
With hard- and supercover
To Mira and Orion the stars that now guide me
The book has a brochure
Notes: pp. 243-249; index: pp. 251-264
Cont.: Part one. The broken world of storytelling. The story wars are all around us -- The five deadly sins -- The myth gap -- Marketing's dark art -- Part two. Shaping the future. Interlude: a creation myth for marketers -- Tell the truth, part I: the art of empowerment marketing -- Basic training: identifying your values -- Tell the truth, part II: the hero's journey -- Basic training: designing your core story elements -- Be interesting: freaks, cheats, and familiars -- Basic training: generating your stories -- Live the truth.
The story wars are all around us. They are the struggle to be heard in a world of media noise and clamor. Today, most brand messages and mass appeals for causes are drowned out before they even reach us. But a few consistently break through the din, using the only tool that has ever moved minds and changed behavior -- great stories. With insights from mythology, advertising history, evolutionary biology, and psychology, viral storyteller and advertising expert Jonah Sachs takes readers into a fascinating world of seemingly insurmountable challenges and enormous opportunity. You'll discover how: Social media tools are driving a return to the oral tradition, in which stories that matter rise above the fray ; Marketers have become today's mythmakers, providing society with explanation, meaning, and ritual ; Memorable stories based on timeless themes build legions of eager evangelists ; Marketers and audiences can work together to create deeper meaning and stronger partnerships in building a better world ; Brands like Old Spice, The Story of Stuff, Nike, the Tea Party, and Occupy Wall Street created and sustained massive viral buzz."
Այս վերնագրի համար չկան մեկնաբանություններ։