Storytelling in marketing and brand communications
"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...
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| Main Author | |
|---|---|
| Format | Electronic eBook |
| Language | English |
| Published |
Abingdon, Oxon ; New York, NY :
Routledge,
2024.
|
| Series | Routledge studies in marketing
|
| Subjects | |
| Online Access | Full text |
| ISBN | 9781032689548 1032689544 9781040094594 1040094597 9781040094525 104009452X 9781032689425 9781032689487 |
| Physical Description | 1 online resource. |
Glossary of Terms