Sachs, Jonah,   1975- <br/><br/>
Winning the story wars :  why those who tell - and live - the best stories will rule the future / 
Jonah Sachs. 
 - Boston, Massachusetts :  Harvard Business Review Press,  2012. 
 - viii, 264 pages :  il. ;  25 cm. 
<br/><br/>Contains bibliography and index. 
<br/><br/><br/><br/>Part One: THE BROKEN WORLD OF STORYTELLING --<br/><br/>1. The Story Wars Are All Around Us -- <br/><br/>2. The Five Deadly Sins -- <br/><br/>3. The Myth Gap -- <br/><br/>4. Marketing's Dark Art -- <br/><br/>Part Two: SHAPING THE FUTURE -- <br/><br/>INTERLUDE: A Creation Myth for Marketers -- <br/><br/>5. Tell the Truth, Part I: The Art of Empowerment Marketing -- <br/><br/>BASIC TRAINING: Identifying Your Values --<br/><br/>6. Tell the Truth, Part II: The Hero's Journey --<br/><br/>BASIC TRAINING: Designing Your Core Story Elements --<br/><br/>7. Be Interesting: Freaks, Cheats, and Familiars --<br/><br/>BASIC TRAINING: Generating Your Stories --<br/> <br/>8. Live the Truth.<br/> 
<br/><br/> Argues that only those brands that tell values-driven stories through the right channels will revolutionize marketing. The author systematically breaks down how communicators can go beyond the sell by creating stories that inspire people not just to listen, but to proselytize.<br/> 
<br/><br/><label>ISBN: </label>9781422143568 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Aspectos sociales<br/>Consumidores --Actitudes<br/>Comportamiento del consumidor<br/>Medios de comunicación social
<br/><br/><label>LC Class. No.: </label>HF 5415  / S121w 2012 
<br/><br/><label>Universal Decimal Class. No.: </label>658.8