Storytelling in marketing and brand communications

• Main Author: Moin, S. M. A., (Author)
• Format: eBook
• Language: English
• Published: Abingdon, Oxon ; New York, NY : Routledge, 2024.
• Series: Routledge studies in marketing
• Subjects: Branding (Marketing); Storytelling.; elektronické knihy; electronic books
• ISBN: 9781032689548; 1032689544; 9781040094594; 1040094597; 9781040094525; 104009452X; 9781032689425; 9781032689487
• Physical Description: 1 online resource.

"Storytelling has redefined marketing from a brand monologue to brand-consumer dialogues, conversations and co-creation. Drawing on interdisciplinary narrative literature and the perspectives of legendary practitioners, this book reveals the art of storified brand communications and how storyte...